GE VP: ‘The Way We Sold in the Past Isn’t Going to Work in the Future’

Cate Gutowski at Teach-In

Gutowski at Innovation Leader’s 2017 Teach-In

When most large companies use the word “innovation,” they’re talking about new products, services, technologies, or business models. Changing how they sell is often the last thing they mean.

GE Vice President Cate Gutowski thinks that’s a big mistake. “A lot of companies do forget about the sales force when they’re thinking about innovation, but it’s actually one of the most important things to consider,” Gutowski told listeners during a recent Innovation Leader Live conference call. “A lot of companies do think about product innovation. [But] what we’re focused on right now is commercial innovation. In order to innovate inside your company, you don’t have to spend millions of dollars on new products and R&D. You actually can innovate on the commercial side of your business.”

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