Customers engage your company through your sales approach and the story that you tell about your products/services and how you’re different (better) than the competition. Often, sales organizations and sales approaches grow over time. Unfortunately, the market and customers are ever changing and thus to be in sync requires periodic reviews of the structure, method and approaches—if you want to stay in touch with your customers. A perfect example is before the pandemic we didn’t really think sales could be closed on a video call, now we do! We find most companies/organizations need to do this realigning more frequently than is currently done. A review of sales approach should include how customers want to buy, what information they need to buy, and business case examples of cost and opportunity. Make sure that the sales incentives are aligned with this new improved business approach as well.