Sales & Marketing Management

Why Great Sales Strategies Still Fail – and How to Fix Them

Even the most polished go‑to‑market playbooks are stalling because B2B buyers face internal complexity, not product confusion. Gartner reports 77% label recent purchases as “very complex,” while 62% of firms still cling to product‑led GTM models. The article proposes "Activator Selling"—a shift from pitching value to co‑creating clarity through proactive risk anticipation, ecosystem thinking, and collaborative solutions. Mars Petcare’s evolution into an enablement‑focused ecosystem illustrates how this approach deepens loyalty and drives differentiated growth.