Oscar Torres B2B ForbesBy Oscar Torres , director of Esade’s Executive Education Program B2B Management.

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.

Read more in Forbes