By William Seidman I’m helping several clients right now that are suffering (and I do mean suffering) from the same problem – language and lingo that confuses rather than clarifies. In each of these cases there is a project which everyone agrees is important. It’s funded and has resources. Sounds pretty near perfect, doesn’t it? Yet in each of these cases, the projects are in real trouble: behind schedule, immersed in conflict and unlikely to succeed. I listened to the conversations and was confused by jargon. For example, one of them, a sales force transformation from product selling to solution selling, there are at least 4 interpretations of the term “account management.”
- IT defines it as a category in the CRM and order tracking system,
- to sales management it means the ability to track account activity,
- to sales it means the ability establish personal relationships, and
- to service it means having complete information about the accounts history.