(4:59 Video) “Building an Execution Framework for Sales Success.”

In this 4:59 video, learn about success strategies around sales execution, including a three-step framework for building an execution plan. Discover how to reframe the difficulty of execution as a competitive advantage.

Steven Rosen and Colleen Stanley discuss the importance of execution in sales and provide a simple framework for achieving it. They emphasize the need to identify critical success factors, determine how to achieve them, and measure progress through periodic reviews. They also highlight the importance of self-awareness and reframing challenges as opportunities for growth. This actionable advice aims to help sales teams execute excellently and gain a competitive advantage.

Key Takeaways:

  • Build an execution framework by identifying critical success factors, determining the steps to achieve them, and establishing metrics to measure progress.
  • Self-awareness is essential in understanding and overcoming resistance to planning and execution.
  • Reframe the difficulty of execution as a competitive advantage, as most people avoid doing the hard stuff.

Summary Video Article:

Title: “Building an Execution Framework for Sales Success.”

Byline: By sales leadership and coaching experts Colleen Stanley and Steven Rosen


Execution. It’s a word that often elicits a sense of dread and resistance. Many companies struggle with executing their plans and strategies, leading to missed opportunities and underperformance. But what if we could change our perspective on execution? What if we could make it sexier, more exciting, and ultimately more effective? This article will explore the importance of execution in sales and provide a simple yet powerful framework for achieving execution excellence.

The Challenge of Execution

According to numerous studies, a staggering percentage of companies fail to execute their plans. CEOs consistently cite execution as their biggest challenge. But why is execution so difficult? The answer lies in the gap between strategy and action. It’s one thing to have a plan but another to bring it to life. This is where execution comes in.

The Three Steps to Execution Excellence

To bridge the gap between strategy and action, we need a framework that guides us through the execution process. Below is a three-step framework that has proven highly effective in helping companies achieve execution excellence.

Step 1: Identify Your Critical Success Factors

The first step in the execution framework is to identify your critical success factors. These are the key activities and behaviors that will drive your success. It’s important to narrow down these factors to three executable items. By focusing on a few key areas, you can ensure that your efforts are concentrated and impactful.

Step 2: Determine How You Will Get There

Once you have identified your critical success factors, the next step is to determine how you will achieve them. This is where the real challenge lies. The “hows” are often more difficult than the “whats.” For example, if one of your critical success factors is improving pre-call planning, you may need to implement training and coaching programs to support this goal. It’s crucial to have sales leaders actively supporting the execution of these strategies in the field.

Step 3: Measure Your Progress

The final step in the execution framework is to measure your progress. It’s not enough to simply have a plan and implement it. You must track your results and ensure you are on track to achieve your goals. This is where periodic reviews come in. By conducting quarterly reviews, you can assess your performance against your metrics and make necessary adjustments.

The Power of Tangible Metrics

Measurement is a critical component of execution. It’s difficult to gauge your progress and make informed decisions without clear metrics. We need to keep things simple when it comes to measurement. For example, if one of your critical success factors is to drive business in your top 15 accounts, you can use the number of new product entries as a metric. You can easily assess your performance by tracking how many new product entries you have achieved in these accounts.

The Role of Self-Awareness and Reframing

Execution is not just about following a framework. It’s also about mindset and self-awareness. As sales leaders, we must be aware of our resistance to planning and execution. We need to understand why we may be avoiding the hard work and embrace the execution challenges. By reframing execution as an opportunity for growth and competitive advantage, we can overcome our resistance and fully commit to the process.


By adopting a structured execution framework and embracing the challenges of execution, sales teams can achieve significant improvements in their performance. The benefits of execution excellence are numerous. It leads to increased productivity, higher revenue, and improved customer satisfaction. It also creates a culture of accountability and continuous improvement within the organization.


Execution is not a one-time event. It’s an ongoing process that requires commitment, discipline, and adaptability. By implementing a simple yet powerful execution framework, sales leaders can guide their teams toward success. The key is identifying the critical success factors, determining the strategies to achieve them, measuring progress, and continuously reviewing and adjusting the plan as needed. With a focus on execution excellence, sales teams can confidently overcome challenges and achieve their goals.



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Steven Rosen 2022

Hi, I’m Steven Rosen, and I’ve been coaching sales executives for over 20 years!


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Steven Rosen - Executive Sales Coach


Steven A. Rosen

Steven helps companies transform sales managers into great sales leaders. His focused coaching helps clients achieve greater personal and professional success. Steven is the author of 52 Sales Management Tips - The Sales Manager’s Success Guide.

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