Sales and leads can come longer and harder when your company works business to business. However, the scale and the complexity are still both reflected in the return. This keeps things stable or otherwise companies like IBM wouldn’t still be standing and Amazon wouldn’t have a needed for AWS.

Still, like regular retailers, B2B organizations suffer moments were revenue is just bad. Sales aren’t covering up enough for sustainability without your finance department working overtime.

Are such moments truly monstrous though? Maybe such periods are really just the natural part of doing business. And like all natural disasters, perhaps the best you can really do is just adapt to them, get out of their way, or build a strong enough business to withstand.

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