Ralph Varcoe interviews Ian Redfern about the shifts in B2B sales. They discuss how COVID has impacted on the sales process, and look at how there were shifts already happening before the hiatus caused by the pandemic. The cover many topics, including the challenges presented in the modern world to the B2B seller, and they look at the best ways to address that. One area of focus is on the Executive, and how the companies which win in this new era are those who align everything to the Executive. It's a fascinating discussion about the evolution from product and account-based marketing to Executive-Based Selling.