As you will read in Guide 08, when I set about building a sales capability at Moorhouse, I employed the support of a real expert in this field – Lars Tewes from SBR Consulting. As the guide expands upon, it is really important that you tackle this challenge in a systematic way; essentially – to do it properly – you are running a project to embed multiple strands of capability (behaviours, processes tools) within your business. As such, only you – as the owner – can really own and drive the overall effort. You will, however, invariably need deep sales experts at important, key points to support you en route – to train and coach your staff, to advise in how to tailor processes optimally for your business etc. Lars was such a partner for me on this journey and it was great to collaborate with him again on the writing of this critically important guide.