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Frank V. Cespedes  

Senior Lecturer at Harvard Business School & Author of Business Books Such as "Aligning Strategy and Sales"

Frank Cespedes teaches at Harvard Business School. For 12 years, he was Managing Partner at the Center for Executive Development, a firm that won awards in the United States and in Europe for its work with companies.

He has consulted to companies in consumer goods, information technology, professional services, retailing, software, telecommunications and financial services; and has been a Board member of Evenflo, HALO Industries, start-up firms, and the Education for Employment Foundation. He has also designed and delivered corporate education and action learning programs in areas such as strategy, talent management, business development, leadership skills and managing change. Clients have included Alterra, Anthem, Avaya, Boston Beer, Bovis, BP, Cardinal Health, Cigna, Clearwater Seafoods, Daimler, FTI, GE, Guardian, Hartford Financial, Hearst, IBM, iRobot, McDonald’s, Morgan Stanley, Progressive Insurance, Prudential, Quaker Chemical, Siebel Systems, Skanska, Sony, TI, Turner Construction, United Technologies, and others, including governmental, PE and trade-association organizations.

Cespedes was a professor at Harvard Business School for 11 years, specializing in marketing and strategy implementation. After running a business for 12 years, he returned to Harvard and taught the required Strategy and Entrepreneurial Manager courses in the MBA program. At Harvard, he has taught executive courses, ran the Strategic Marketing Management program, and is now head of a new executive program, “Aligning Strategy and Sales,” while teaching the Business Marketing & Sales course in the MBA program and in the Owner-President Manager executive program (OPM)..

He has written for numerous journals and publications including Harvard Business Review, Strategy & Business, Wall Street Journal, Organization Science, and is the author of more than 40 case studies and six books, including "Concurrent Marketing: Integrating Product, Sales and Service" (Harvard Business School Press), "Organizing and Implementing the Marketing Effort" (Addison-Wesley), "Going to Market: Distribution Systems for Industrial Products" (Harvard Business School Press and "Aligning Strategy and Sales: The Choices, Systems, and Behaviors that Drive Effective Selling" (Harvard Business Review Press, 2014). He received his BA from City College of New York, MS from MIT and PhD from Cornell University.

Videos


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Linking Strategy and Sales
added over 5 years ago

Speech Topics


Most Requested Speaking Topics

  • Making and Articulating Strategic Choices
  • Strategy Execution Where It Counts—With Customers
  • Making Planning Useful
  • Marketing versus Sales: Bridging the Gap
  • The People Parts: Building Human and Organizational Capabilities
  • Performance Management: Measuring Effectiveness & Delivering Useful Feedback
  • Pricing, Profits, and Customer Value
  • How to Design a Sales Compensation Plan
  • Scaling a Venture
  • Making Connections: Why HR and Sales Need More Interaction
  • What a CFO Should Understand About Sales (And Why Investors Care)
  • You Hire Your Problems: Recruitment, Selection, and Development

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