In essence, the corporate DNA remains largely product centric while the sales organization is expected to transform
to selling solutions. Substantial investments are made to retool the sales organization, but very little consideration
is given to upstream factors that can significantly contribute to sales interaction effectiveness. In addition, the
challenge of change management is often significantly underestimated. Not only can improvement initiatives be
suboptimal, they can actually be close to being “throwaways.” The attempts to fix the sales force can result in a
sometimes pronounced collision with other corporate values, priorities, and practices.