People often challenge me about my ideas in Eat Their Lunch, but mainly about the concept of Level 4 Value Creation and Entering the sales conversation from the right instead of the left (imagine Level 1 is on the left side of a slide, and Level 4…

There isn't a day that passes without someone on LinkedIn or some other social platform publishing something about how much sales has changed, often citing the fact that salespeople are no longer useful to their clients (or necessary), since their…