The importance of speed-to-outcome

I recently recorded another conversation with Andy Paul, award winning author, speaker and the host of the Sales Enablement podcast. Inevitably, our discussion turned to the impact of the current pandemic on B2B buying behaviour and on how salespeople are having to adapt.
We concluded that any salesperson that hasn’t re-evaluated where their best current opportunities lie is likely to be struggling. This requires that salespeople have a clear idea of the issues they are best positioned to solve, the organisations that are likely to want to deal with them, the people responsible for driving the change agenda, and the triggers that cause them to recognise the need for urgent action.
Without a clear and compelling need for urgent action, customers are likely to defer purchase decisions. But what are the common characteristics of the projects that are being approved?
You can listen to the full podcast below, but in