Lightning Round: Top 10 Ways to Increase Your Sales Effectiveness Question: Peter asks, "As sales continues to shift from a traditional B2B supplier perspective (products focus) toward a more retail customer centric focus, I'm very interested to know if it would be more effective for field sales teams to understand their business partners' buyers or key decision makers' KPIs (excluding monetary incentives)? By doing so, they could better collaborate and align their strategies to help those buyers or decision makers achieve their KPIs, while also driving sustained growth for all involved." Book: Endless Customers by Marcus Sheridan  Read the BLOG for this episode.   

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