Four Risks Growth Leaders Must Consider for 2022, Part Two: Disproportionate Budget Allocation to ‘Feet on the Street’

CEOs are increasing sales and marketing investment more than any other functional area in 2022, and most GTM leaders are funneling a significant portion of that investment to quota-carrying reps. However, where typical performers are on pace with winning companies when it comes to investment in people-intensive areas such as inside sales, field sellers, and key account reps, high-growth companies are much more likely to invest in areas that boost productivity and help teams work more efficiently: digital selling and enablement.

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