The Importance of Systems Level Thinking in B2B Sales

In 2016, 17, I was a marketing manager, owning a segment for a growth stage startup. And I went in the field with our sales team for 90 days. Cost of acquisition, way up, sales productivity, way down, win rates, low. We're getting main growth from expansion revenue, not net new customers. Another pattern is that B2B buyers want to buy differently than how we're selling. The buyer would rather collect their own information and make their own decisions about that information before they want the product. People are using social media and listening to key people across the medical industry about what modalities to use,. What types of products to use, what treatment strategies to use