--- title: Is Your Company Ready for The Radical Sales Shift? description: The Radical Sales Shift shares 20 lessons on how to make marketing work for B2B companies, based on the experience of over 200 B2B organizations and 20 sales and marketing leaders. image: https://mezzaninegrowth.com/hubfs/TRSS_Cover_Image.png --- [Skip to content](https://mezzaninegrowth.com/blog/is-your-company-ready-for-the-radical-sales-shift#main-content) [![mezzanine-logo-2026-light-orange-tagline (1)](https://mezzaninegrowth.com/hs-fs/hubfs/mezzanine-logo-2026-light-orange-tagline%20(1).webp?width=2075&height=441&name=mezzanine-logo-2026-light-orange-tagline%20(1).webp) ![mezzanine-logo-2026-light-orange-tagline (1)](https://mezzaninegrowth.com/hs-fs/hubfs/mezzanine-logo-2026-light-orange-tagline%20(1).webp?width=2075&height=441&name=mezzanine-logo-2026-light-orange-tagline%20(1).webp)](https://468176.hs-sites.com/) - [What we do](https://mezzaninegrowth.com/b2b-growth-marketing-solutions) Show submenu for What we do - 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Over the last few weeks I've mentioned tidbits about a project I've been working hard on over the last year - my latest book, The Radical Sales Shift.  Today on this blog I'm formally 'launching' it.   One of the biggest challenges facing the leaders of B2B companies  of all sizes right now is the change  in buying behaviour.  **Technology has radically changed the way buyers make purchasing decisions.**  And this shift in purchasing behaviour has fundamentally changed the way businesses need to sell their goods and services. That's what **[The Radical Sales Shift: 20 Lessons From 20 Leaders On How To Use Marketing To Grow Sales](http://themezzaninegroup.com/the-radical-sales-shift-book/)** is all about.   ![TRSS_Cover_Image](https://mezzaninegrowth.com/hs-fs/hubfs/TRSS_Cover_Image.png?width=337&name=TRSS_Cover_Image.png) Today’s tech-savvy buyers have taken control of the purchasing process and they now resist talking to salespeople until they’ve completed their own research and are confident about their options. **That means marketing is now essential to getting the attention of buyers and driving revenue generation**. For companies built on the use of tried and true sales techniques in the past, this is a radical shift. #### *The Radical Sales Shift *provides a practical guide to reaching this new buyer and a roadmap to revenue generation for companies in the B2B space. The book includes advice from 20 business leaders who have successfully navigated the new rules of B2B selling and buying. It also provides diagnostic tools to help organizations of all sizes assess their current sales and marketing capabilities. We're celebrating the launch of The Radical Sales Shift to share the lessons from the book on Wed May 27th at the Spoke Club in Toronto.  All are welcome - you'll get to:    - **Meet Toronto’s B2B marketing experts and leaders** - **Get advice on your marketing challenge during our B2B 'speed dating' session** - **Receive a free autographed copy of *The Radical Sales Shift*** - **Engage with the newest, high-tech member of the Mezzanine team** - **Have a chance to win a $15,000 Strategic Marketing Road Map ** **PS -  we're [giving away a $15,000 Strategic Marketing Planning Process.  ](https://info.themezzaninegroup.com/blog/were-giving-away-a-strategic-marketing-plan)** See you there!  ##### Popular content - [The Difference Between Business Strategy and Marketing Strategy](https://mezzaninegrowth.com/blog/the-difference-between-business-strategy-and-marketing-strategy-and-why-its-important-to-know-this) - [How Many Times Should You 'Touch' Your Prospect, Without Harassing Them?](https://mezzaninegrowth.com/blog/number-of-touch-points-needed-for-b2b-marketing) - [Whitepaper vs. Article – The Differences and When to Use Each?](https://mezzaninegrowth.com/blog/whitepaper_vs_article_whats_the_difference_and_when_should_you_use_each) - [What Does 'B2B' Mean?](https://mezzaninegrowth.com/blog/what-does-b2b-mean) - [B2B buying trends in 2025: What businesses need to focus on](https://mezzaninegrowth.com/blog/b2b-buying-trends-in-2025-what-businesses-need-to-focus-on) ![mezzanine-logo-2026-light-orange-tagline](https://mezzaninegrowth.com/hs-fs/hubfs/mezzanine-logo-2026-light-orange-tagline.webp?width=200&height=41&name=mezzanine-logo-2026-light-orange-tagline.webp "mezzanine-logo-2026-light-orange-tagline") 416-583-5831 [linkedin-in icon](https://www.linkedin.com/company/mezzgrowth/) © Copyright. 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