including the moment of purchase and for high- leadership and colleagues. Companies can harness 6 this power by offering clear incentives to referrers, complexity products. and by designing marketing events, microsites, and other experiences to intrigue industry influencers. Driving sales through unexpected channels For instance, a leading cloud-software company has Selling is not always driven by sales: for example, adopted an influencer marketing-style strategy that customer service has long been part of most uses powerful customer testimonials to turn buyers companies’ selling playbook. However, some into “ambassadors”. Top ambassadors are rewarded leading companies. Leading companies are building with direct monetary incentives or other benefits innovative channels to capture revenue from such as free products. The company includes unexpected places. One frequently used model case studies on product-specific webpages with is influencer marketing—which asks end-users information about how these products have helped to help sell a product by recommending it to their customers—including return-on-investment details, “It's very easy in people's personal lives to have access to information and to get what you want when you need it. People are bringing that same expectation into the business world.” —Chief commercial officer, consumer goods company Future of B2B sales: The big reframe 19