In the B2B complex sale, more selling is occurring over the telephone than ever before. Whether part of a formal inside selling function, or as direct sales people working in the early stages of the customer engagement process, phone meetings and conference calls are the norm, not the exception. Phone-based sellers can dramatically impact their customers and their sales effectiveness by delivering visual support to voice conversations with live web meeting technology. For a decade we’ve heard from companies like Webex and Citrix that web meetings can give sales people a better way to conduct sales meetings without travelling to meet with customers. Well, maybe, but I find myself frequently quoting from Lance Armstrong’s autobiography, “It’s Not About the Bike.” It’s not about the technology. What’s required to make effective use of web conferencing technology by inside sales? Content. Specifically content that supports the conversations sales people have with customers. Without...