Your sales force should play a key role in innovation-focused interviews. But not by themselves. Unaccompanied sales reps seldom attract all the right customer contacts, and they’re not rewarded for the long time horizons required. Besides, market-facing innovation requires central coordination, since a single sales territory won’t contain all the needed prospects.
More in article, Why Your Sales Force Can’t Hear the Customer’s Voice (Originally published in B2B Organic Growth Newsletter).