Strategy provides an overview of the big picture. From this strategy, a plan can be derived. This plan needs execution and results. You need to ask the right questions, to develop and build on this strategy picture and to hatch a plan!
Sales is the direct interface to the market and client. Successful sales creates revenues. Effectively sales is the lifeblood of the organisation. Additionally, professional sales and a good customer experience generates consumer feedback and creates market perception. Therefore it is important to measure the execution of the sales strategy. If it is measured, the assumptions can be proved and strategies and plans changed accordingly. Thus to MTO (measure/test/optimize) is required. MTO supports the agile and flexible pivoting of strategy and plan.