Putting salespeople directly into a buyer's workflow, called overlaying, usually backfires because it ignores how buyers actually want to buy. Sales teams need to distinguish between demand generation, demand creation, and demand capture as separate stages.
If you're overlaying, you know, a salesperson that's, you know, trying to get in their business, that can be a mismatch and a waste of your resources because that's not actually the way that they want it. So you hit on something really interesting there that I want to click in on, which is the idea of sort of like demand generation, demand creation, demand capture.
How Can You Maximize Your Business Value Before Selling? with Randy Katz Video
