Firstly, the lecture will analyze strategic decisions that company needs to make regarding executional functioning of sales department and optimization of its results. In that respect, the focus will be on: (a) structuring sales in the organization; (b) structuring sales principles and processes; and (c) managing sales over the long-run and short-run. Secondly, the lecture discusses sales as an important strategic tool for value creation: (a) from customer perspective, where sales can be used for creating short-term and long-term value growth for customers, and (b) from firm perspective, where sales can be used as an important touchpoint stimulating both incremental and radical innovations.