When I am introduced to a company for the first time, I quickly try and figure out who is responsible for sales. It might sound like a simple question, but the answer, often complex, can highlight how a company thinks about sales, revenues, and most importantly about customers. It normally starts when I enter the headquarter premises, many of which are incredibly grand.

I look for telltale signs of end-customer thinking on the walls. Whether it’s a mission statement that incorporates customers in a significant way, a customer-focused video playing on a monitor, or examples of customer products on display, it doesn’t take long to sweep the landscape for clues.

Source: The Canadian Business Journal, September 2015