Putting Sales at the Center of Strategy

For many years Document Security Management (a pseudonym) had a thriving business in retrieving and shredding or securely storing organizations' documents. Executives and their assistants loved its one-stop-shopping value proposition, and the sales force cultivated deep relationships with them. By the early 2000s, however, it was clear that cheaper digital storage technology, especially the cloud, would disrupt the company. So DSM introduced its own cloud-based storage and directed the sales force to bundle it with traditional services.