Problem
1. Identify and explain the four key shifts described in the article which are driving the transformation of the B2B sales structure. Which of these disruptive shifts do you think will have the most impact on the B2B environment and why?
2. Will these shifts bring sales and marketing closer together, or farther apart? Explain your choice and provide at least two examples. How will this affect the role of customer service?
3. How will availability and easy access to data affect a B2B marketer's role and success? Describe specifically with examples how a B2B marketer could support a B2B salesperson to be successful in their new, evolved role?
4. What are the three pillars driving the transformation of 21st century commercial capability? Describe each one and provide a real-life, specific B2B example for each pillar.
5. Explain how a B2B organization can position and prepare itself to successfully compete in this new marketplace.
6. Considering the information presented in this paper, how do you see yourself playing a role in this transforming B2B sales and marketing environment? Where will you fit in and why?