S 02 | Ep 3 The Biggest Myths Holding Back Your Sales Team Ask most business school graduates about their sales coursework and you will likely get a blank stare . That gap is exactly what Geoffrey Reid spent 25 years at Marcus Evans Group trying to fill , and it is the reason he wrote The Revenue Catalyst : Mastering the Art of Sales . Geoffrey built his career from the ground floor of Marcus Evans , eventually becoming its CEO and overseeing a global operation running over a thousand B2B events annually . What he found again and again was that talented , educated people were entering sales roles with almost no framework for what they were actually supposed to do . His argument is not that sales cannot be taught , but that the academic world has largely refused to teach it , leaving an entire profession to figure things out through trial , error , and the occasional Wolf of Wall Street viewing . The conversation covers a lot of practical ground . Geoffrey pushes back hard on the idea that great salespeople are born rather than made , arguing that the real differentiator is understanding how your product is positioned in the market and choosing a sales approach that matches it . A company selling something scarce and in demand plays by completely different rules than one fighting for attention in a crowded category , and confusing the two is one of the most common and costly mistakes sales organizations make .