I've spent countless hours explaining sales 2.0, marketing 2.0, SEO, social media, lead generation, lead nurturing and sales force development to business executives. More often than not, my passionate rants fall on deaf ears, the facts are ignored as the conversation shifts to what was done in the past and how my team can help them to the same old same old in a different way.

Sometimes a video is worth a thousand words. Google has done an amazing job quantifying how B2B and B2C buyers have changed their purchase behavior. SEARCH (online and offline) is the new moment of truth for a company. People are evaluating more information before they make a purchase decision because they want to be empowered and informed when they are buying something. 

If you want to grow your company, you have to watch this video. After you watch the video, ask yourself the following question: How easy is it for prospective customers to find you at their zero moment of truth? What has your company done to insure your sales people are the first person a prospective customer calls when they need to get smarter and more informed in areas related to your specialty?

Note to self: If you can't answer these questions readily, you're most likely out of alignment with the modern buyer. Subsequently, you are probably missing a lot of sales opportunities.