How can salesforce help innovation projects?

Within a large company, an innovation project has just been launched.

Within a start-up, the co-founders join forces to convert R&D results into a solution for the market.

Should sales force be involved?

The answer is ‘yes, of course’ in start-ups. It tends to be ‘no’ in big companies.

This contrast raises questions about the added value of the sales function in an innovation project.

A well-established company can derive multiple benefits from involving the sales function in an innovation project. Failing to do so increases the project’s risks.

However, for this to succeed, the salesforce support prerequires a framework defined by management, with a tailored approach and clear expectations regarding their contribution.

When properly managed, the involvement of the sales force demonstrates that innovation is a cross-functional process, not merely an activity reserved for a handful of experts in an R&D centre. It highlights the power of collective intelligence, fosters a shared sense of pride, strengthens employee engagement, and makes the company more agile.

This new innovation culture comes with new demands. In your organisation, do you think is it worth the effort?

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