B2B sales has always evolved to address the needs of buyers and decision makers. When the external environment is stable, you might experience a period of stasis, where there is no reason to change. But when the external environment is one of accelerating, constant disruptive change you should pay careful attention to the changes and their implications on how you sell. We are living through a time when the rate of change is accelerating faster than ever, and it will be with us for what looks to be a long time.
September 11, 2023