It’s a Digital Economy

Requiring New Strategies to Thrive

In a rapidly changing world, the strategies and tactics that made you successful in the past can work against you today.

As much as we want to be data-driven, everyone involved in the sales process is a human being.  Buyers are going to make decisions, both emotionally and logically.   Sellers are going to behave emotionally and rationally.  Management is going to make decisions, both emotionally and logically.

Every human-being brings cognitive biases to how they see the world.   When our prejudices are challenged, it threatens our confidence in making decisions.   During times of high stress, it is human nature to entrench in our core beliefs, and that can lead people to become rigid or inflexible.   Throw in the fact that everyone involved in the business (leaders, sellers, and buyers) today is: overworked, bombarded by too much information, and struggling to keep up with the pace of change.

Obviously, these don’t create the best conditions for the innovative thinking required to attack complex problems.  Some examples:

  • Pursuing best practices of others rather than the right strategies for their customers
  • Transactional and volume-based data rather than value contribution to customers
  • Launching untested programs to sales rather than testing their first

When these conditions exist, a company can quickly find itself in a negative feedback loop.   In the interest of moving fast – it will prescribe many activities with aggressive energy and no room for examination.   The actions are uncoordinated, crudely created, and not integrated with each other.  When they reach the salesforce, they are either ignored (because the sellers don’t see how the information helps them) or paralyzes them (not knowing how to absorb the information) into inaction.

The result?  Poor sales productivity for the sales force, and then management repeats the cycle with a whole new set of activities.

A Modern Approach to Simplify Complex Problems


When you reduce the fog of uncertainty and eliminate random acts of sales enablement, a whole new world of possible outcomes reveals itself.

To achieve the possible, we bring together all the elements required for success in a complex commercial system. Those elements are:

  • Human understanding (biases, organizational boundaries, risks, etc.)
  • Functional excellence (product marketing, marketing, sales, sales ops, etc.)
  • Technology and tools (segmentation, sales methodologies, CRM, etc.)
  • Business savvy (executive alignment, leadership change, etc.)
  • Cross-functional language (ability to communicate and understand specialists)

By taking a comprehensive approach, we can break down organizational barriers, create more understanding, and weave an execution fabric in your company.  All people perform better when communication barriers are removed, and this is part of our secret sauce; we are not the answer for growth – but we are the activating agent.  Although highly data-driven and processes based, we put people first, and our objective is always to turn everyone involved in our programs to be personal heroes empowered to drive ongoing success.

Our North Star

Sales is about people.  Optimizing it Requires a Human-Based Approach


  • Your headcount is human, so are your buyers – The company’s greatest assets are people, and the power of people is their humanness. We know the best solutions win and sustain because they engage and energize people at the human level.
  • Client success – We have no higher purpose than our client’s success. Every project, every program begins with a measurable success statement agreed to by our client and us.
  • Map from the customer – The best solutions start from the customers’ perspective. Once understood, that knowledge must be pulled back into the organization from the outside in – starting with sales – to inform and effect change.
  • Getting it right, not being right. We don’t have all the answers and don’t claim that. To us, getting it right for you is so much more important than being right.

We know the best solutions are inclusive of different functional perspectives, so all of our approaches are collaborative.

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