4. Stop Talking About Solutions, Start Selling Business Outcomes

Customers don't really want to hear about solutions, they want to know what business outcomes those solutions will drive, Skelley said.

"They want you to talk to them about how you are going to drive outcomes for their business, so we have to re-educate both our sales and our marketing engines on how we're going to speak to outcomes. So think about how you're going to devolve your selling and marketing capabilities to reflect an outcome-based conversation with your customers," he said.