Crane is continuing the implementation of a formalized sales process, part of the Crane Business System. Customer-centric and disciplined, the process is aimed at maximizing profitable sales by identifying and screening new customers and new sales opportunities in a structured way, selling solutions rather than products, and promoting increased content to each customer through bundling. On the facing page, we describe a few examples, including the Curiosity Mars Rover, that demonstrate how our increasing sophistication on the front end of our businesses is making the difference. front-end sophistication 10