After forty years of relative stability, B2B Sales and Marketing is finding itself in a period of increasing change. Digital customer discovery first impacted marketing, transforming the function overnight from a creative to a measurement game with a bewildering set of technology solutions. Better tools, ubiquitous CRM, big data and predictive analytics are now bringing a similar pace of change to Sales.
The best performing commercial organizations are highly structured, understand in detail what battles they need to win to be successful and continually draw insight from their past experiences. Previously stable markets are turned on their heads when technology-savvy new entrants arrive or when an existing player is able to up-rate their sales and marketing effectiveness.