Earlier this month a long-time friend and client shared the same perspective with us twice in the same week--that the IMPAX Process is much more than a sales and/or account management process. Done right, it is an organization-wide initiative that can impact a company's business results.

He felt it was too easy to categorize the IMPAX Process as a sales process. The problem with that is that it infers that it starts and ends with the BD team--those people on the front line of customer relationships. Yes, that is where the process is most obvious. Doing the research to understand the customer's business and identify opportunities, building a network of coaches, gaining access to senior level decision makers that can buy our value, and building compelling customer-focused presentations are visible and tangible activities when the process is executed.

Still, he felt that this isn't enough. For the process to really impact an organization, it has to transcend BD and be utilized everywhere. In his organization, they have integrated the IMPAX process into their sf.com application, their project planning and account planning processes, their solution design function, and in many other areas. They have even baked it into their recruitment and interviewing process. As a result, they have many people, from front-line operators to C-level executives, conducting the research and developing coach relationships, assisting in the efforts to gain meetings with real decision makers, developing compelling business fits, and conducting inspiring IMPAX presentations.

His advice is to "Think Bigger", and realize the benefit that comes when an entire team develops a customer-centric, value-focused culture. Imagine the multiplier that is unleashed when everyone, not just the sales team, is pulling on the oars of an organization!