Companies that are successful at selling their products and services are unlikely to have achieved sustained growth by accident. Through constant analysis of both successes and failures they know how they win their customers and how to leverage and up-sell existing relationships. They also know exactly what should be happening at each stage of their sales cycle in order to capture best practices, provide benchmark data and to link with other functions. Successful companies define, execute, review and remediate processes continuously. The customer's experience of a company is the sum total of all the processes that have been put in place in order to deliver a product or service. Winning companies ensure they have addressed the need to ensure all of their people understand why process matters and what part every individual plays in creating the "total customer experience".