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Kevin Trokey is founding partner and coach at St. Louis-based Q4intelligence.

Sales results are all too often a point of contention for organizations, and agencies in particular. And sales goals are usually some function of just putting out a number to make the accounting department go away. There is a rarely a plan for how these pretend goals are actually going to be met. Finally, the accountability for following the pretend plan to hit the pretend numbers is non-existent. And yet we still wonder why we rarely hit sales goals.

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