HBR.org
This article originally appeared on HBR.org.
It’s almost axiomatic that growing revenues will require adding sales and marketing costs at the same rate. Most heads of sales and marketing believe in their bones that their teams cannot get more productive over an extended period. Teams can find cost-cutting and efficiency tweaks, yes, but not full-blown, sustained productivity gains. This is a damaging, self-reinforcing belief—and our research shows it’s not necessarily true.
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The Opportunity for B2B Sellers in a Downturn
Bain's Jordan Lee and Steve Crowe discuss how companies can continue to grow their business during turbulent times.
First published in junio 2023