As competition has increased, sustainable competitive advantage is now rarely achieved through products. This places increased emphasis on the sales and marketing functions within the business to create the differentiator. For B2B businesses, I see the trend towards sales capability becoming the defining key to enduring success.
In this interview with Alex McNaughten for his Sales Leaders podcast, we discuss some of the keys to developing this capability and a key area that causes many sales teams to lose deals not just to competitors, but other priorities within the prospects business and the inertia of the status quo.
For more on Alex and his work with helping scale B2B businesses, head to Sales Leaders.
Also, if you missed my other recent interview with Alex, I recommend checking out the Future Proof Selling Podcast episode: Scaling B2B sales and developing your sales playbook with Alex McNaughten