The Hill News

Morale â€" the esprit de corps or "spirit of the body" â€" is the capacity of a group of people to hold a common spirit of loyalty and comradeship. We think of morale as being deep seeded in the psyche of the individual or group.

Execution, on the other hand, is the process of reaching an objective as the result of performance. A team's ability to execute is more of a surface measurement that's easily evaluated by an outside observer.

Morale and execution are the cornerstones of powerful sales organizations. Most organizations recognize the importance of a sales team's ability to execute, since that is measured by numbers. However, some underrate the importance of morale, which is difficult to measure and is often confused with enthusiasm or situational motivation generated from, for example, a spirited sales meeting. Situational motivation is generally short-lived, but morale is ingrained and tends to have a lasting quality, unless conditions degrade it.

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