Never let a good crisis go to waste

As Winston Churchill was working to establish the United Nations after World War Two, he observed that leaders should “never let a good crisis go to waste”.
Faced with the current pandemic-induced crisis, we all face choices, and we all exposed to the potential risk of missing the chance to drive much-needed and often long-overdue change.
We can either hope to return to something that looks similar to the old normal, or we can use the “crisis” as a catalyst to rethink the way we go to market…
Let’s face it, it’s not as if the old normal – by any rational analysis – represented anything like a high-water mark for most B2B sales organisations. Far from it. For years, B2B sales has been plagued by unsustainable levels of avoidable wastage and error.
Every piece of research published on the subject has shown that B2B salespeople spend only a fraction