In 30 seconds
The Problem Most organisations treat Business Development, Prospecting and Digital Social Selling as the same job, run by the same people, measured the same way. They are not the same. Collapsing three distinct disciplines into one creates a commercial engine that is permanently misfiring.
The Shift BD creates territory. Prospecting earns conversations. Digital Social Selling makes both work by building buyer familiarity before any human contact occurs. Each has a different cadence, a different measure, and a different purpose.
The Solution Separate the disciplines. Resource each one appropriately. Measure each one differently. Then your commercial engine starts working the way it was designed to.
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