It doesn’t matter how good you are at doing something if what you’re doing isn’t the thing you should be doing. I think of this all of the time when I see how small and mid-market companies approach the sales side of their business. The good news is that (it appears) sales effectiveness is getting more attention than it has in quite some time. The bad news is that it’s being assessed in an ineffective manner, leading to increased investments (and increased costs), but very little to no...
