can use to distribute its product (question 5). And the firm must have a sales model in place by the end of the seed stage to guide the selling process (question 6).

Nine dimensions characterize the marketing balance sheet: the marketing processes; the marketing plan; the marketing-support output (e.g., literature, public relations); tactical sales support, including targeted customer lists; the head of marketing; the top-level marketing team; a customer and/or technical advisory board; the marketing resources, tools, and people; and a control system, with MBOs and output measured against the marketing plan.

Eight dimensions are important for sales: processes; a selling plan and model; sales support; customer support; the head of sales; his or her regional sales managers; the field sales resources; and operational control. The need for quality pervades all these dimensions. At the seed stage, the Sales Dimension is concerned only with a realistic model for sales costs, productivity, and order-gestation time.