Can you state your company’s goals, right now, without looking? If you can, congratulations. If you can’t, learn them! Knowing the company’s goals is the first step to building your case for performance improvement programs. Even more critical is knowing how the money is made to achieve those goals. Let’s say your company has the goal of doubling sales in the next three years. If the stray thought “I don’t impact sales” crossed your mind, let it keep going. You do impact sales. You train the salesforce.