Word Spy - top-to-top

top-to-top

adj. Of or relating to a sales strategy in which a top executive from one company sells directly to a top executive from another company.

Example Citation:

"The ideal candidate for this role will have a minimum 15 years of solid sales experience, 2 years of which must be at a Senior Management Level, coupled with a University Degree. Experience in packaged goods, media, and/or service environment is preferred. 'Top to Top' selling experience is essential for success in this role, as well as a demonstrated ability to develop high performing teams and establish benchmark practices that both ignite and motivate staff."
—Job advertisement, The Globe and Mail, March 9, 2001

Notes:

The first appearance in print of top-to-top appears to have been in 1997:

"Depending on the requirments of these critical company customers for service and contract fulfillment coverage, a customer may be a global or national account (covered by a full-time multi-level, multigeography team with a selling orientation); a house account (covered by a part-time, centralized service team supporting a top-to-top selling process); or a customer account team (covered by a multi-level, multi-geography team with a service orientation)."
—Thomas E. Tice, "Managing compensation caps in key accounts," Journal of Personal Selling & Sales Management, Fall 1997

This citation is riddled with buzzwords and biz-speak, as is the above job ad (which was brought to my attention, with thanks, by subscriber Frank Burns). In fact, the ad goes on to include the following hilarious bit of buzzword logorrhea:

"If you are a superior coach and change agent, interested in engineering the purchase environment, we welcome your resume."

Category:

Buzzwords

Posted on March 21, 2001

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