Sales Eats First examines how B2B sales organizations in today's most admired corporations develop and deploy major intellectual capital. They courageously inject their intellectual capital into the value propositions that benefit both customers and their own companies. Capon and Tubridy show that today's most successful companies are customer-motivated organizations where sales has the recognized responsibility for identifying customer needs and crafting and delivering solutions to meet those needs as an equal partner with marketing, product development, and other functions. They show an irrepressible flair for differentiating products in categories where competitors have resigned themselves to believing that differentiation is impossible. Their customer-motivated sales machines deliver the numbers, keep competitors at bay, and unlike products and programs, are very difficult to replicate. This book should also be invaluable for other functional managers, especially those that interface with sales. Companywide managers, including CEOs, should also benefit as they learn how to leverage sales excellence to achieve superior business performance.