Marketers want to know how to create revenue because money is the scorecard of business. Companies make money when customers buy, but buying requires behavior change. You need people to quit buying from your competitor and start buying from you. To find out how behavioral change influences sales and marketing, I sat down with Sean Doyle, CEO of Fitzmartin, a company that helps mid-market b2b firms solve sales and marketing problems through strategy and process. We talked about:  How people change their behavior How to uncover anxiety in your prospects  How to shift organizational culture to focus on customer outcomes Hear more from Sean in episode 141 on The B2B Revenue Executive Experience. Listen to this episode and more like it by subscribing to The B2B Revenue Executive Experience on Spotify or Apple Podcasts.