Walk into almost any leadership meeting and you'll hear some version of the same conversation: "We need more sales." But here's the uncomfortable truth:
Sales is not revenue.
The two are connected, but they are not the same thing. And confusing them is one of the most common reasons companies struggle to achieve predictable, profitable growth.
The Sales Trap
When revenue starts to flatten, most organizations immediately focus on increasing sales activity.
More calls.
More emails.
