The 2008 global financial crisis compelled many businesses to rethink their sales strategies in order to survive. Up to that point, many businesses used to have a purely reactive strategy, and most of them did not know how to adapt to a new market situation in which survival depended on a proactive sales strategy. Such was the case of many business to business (B2B) companies, which had no experience in this kind of strategy whatsoever. In fact, there is a great need for a conceptual framework to help business leaders who sell to other companies: a model that considers the idiosyncrasies of B2B relationships and helps leaders redesign their organizations to generate better and more predictable business.
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