The International Monetary Fund Economic Counselor labelled this the “worst economic downturn since the Great Depression”. The growth plans of companies have been severely compromised. Moreover, sales and trade operations have been distorted as a result of suppliers and customers being unable to meet and interact. Sales leaders need to consider and implement how their companies respond to the Covid-19 challenge, one of a magnitude never known before.

Modern sales organisations are in a state of flux. The convergence of new technologies, increasing stakeholder demands and volatility in the market place, amongst others, are recognised as posing a number of dilemmas to sales leaders. There are two key areas – Leading the business – looking at growing the business and Leading the people – engaging individuals and enabling performance.