63. Understanding Demand-Side Sales with Bob Moesta

Why are there no sales professors at the Harvard Business School or anywhere else, for that matter? Given that selling products and services is such a fundamental aspect of business, it may surprise you to learn that "most MBA programs offer no sales-related courses at all, and those that do offer only a single course in sales management." Enter Bob Moesta, President & CEO of the Re-Wired Group, and a well-known presence here at The Forum for Growth & Innovation. With his new book, Demand-Side Sales 101, Bob is on a mission to teach sales with the sophistication and rigor that you'd expect from a top MBA program, to help salespeople understand the real value of their work, and to help people who are not in sales to see how understanding their work as sales enables them to create progress in the lives of those they care about. Hosted by Katie Zandbergen, Community Manager at The Forum for Growth & Innovation, Bob discusses a range of topics, including the new Covid-context, and he ties his work in demand-side sales to the theory of Jobs To Be Done and the five skills of an innovator. This is a must-listen for students of the JTBD framework!