In this episode of Inside The Box, we chat to Professor Deva Rangarajan, Professor of marketing and sales on the shifting landscape of B2B in 2024 and beyond.
Topics of discussion include:
- Why has it taken companies so long to adopt ABM?
- Who really owns the customer relationship?
- The rise of marketing-led organizations.
- Who should your chief revenue officer (CRO) be?
- How to deal with different generations in modern marketing.
- How to ballance the value of marketing VS the cost of sales.
Find out the answers to these questions and more in the full interview below.
About Deva Rangarajan
Deva Rangarajan is a distinguished authority in B2B sales strategy, digital transformation, and customer-centric innovation. As a prominent academic and industry consultant, he has dedicated his career to bridging the gap between sales theory and real-world application, enabling businesses to thrive in competitive markets.
Currently a professor and consultant, Deva’s insights stem from his extensive experience as the Director of Professional Selling and Sales Management Programs at globally renowned institutions, where he has led groundbreaking research in sales strategy, buyer psychology, and technology adoption in sales. His work equips companies with actionable strategies that enhance sales force effectiveness and foster a customer-first culture.
Deva is especially known for his contributions to sales enablement and digital sales transformation. His research and advisory work have been instrumental in helping organizations optimize their sales structures, integrate advanced analytics, and embrace AI for sustained revenue growth and customer engagement.
A highly sought-after speaker, Deva has delivered influential talks at industry conferences worldwide, where he shares his expertise on topics such as adaptive selling, sales force digitalization, and building agile sales ecosystems. Deva holds a Ph.D. in Marketing, which uniquely positions him to blend academic rigor with practical sales innovation, driving value for organizations globally.
