Change in Depth — Sales Transformation with Carlos Rosal
B2B Sales Transformation
Changebegins indepth.
Change beginsin depth.
Understand what truly drives results.
For more than 26 years, I have been helping companies
make sales, leadership and organisation more effective.
I open up the black box of sales and reveal
why results happen – or don't.
For more than 26 years, I have been helping companies make sales, leadership and organisation more effective. I open up the black box of sales and reveal why results happen – or don't.
For more than 26 years, I have been helping companies make sales, leadership and organisation more effective. I open up the black box of sales and reveal why results happen – or don't.
Explore the frameworkGo deeper
WHAT YOU SEEIS ONLY THE BEGINNING.
Change starts with results.
What do we see and measure?
RevenueGrowthProfitability
New CustomersCustomer RetentionProductivity
Results show
what happens.Not why it
happens.
PeopleSystems
Results emerge from how they interact.
Root causes don't always lie
on the surface.
That's why we look at people and systems,
level by level.
At the top, we see what happens: results, activities and behaviour.
But the deeper we go, the less is immediately visible.
Down there lie capabilities, values, leadership, structures and direction –
and often the root causes of what becomes visible on the surface.
What emerges on the surface often has its cause in the depths.
That's why we look at people and systems, level by level.
To create lasting change at one level,
we need to work at least one level deeper.
We go as deep as it takes – until
until it becomes clear where change really needs to begin.
As deep as it takes.
Environment
What influences people?
Work environment, relationships, expectations and conditions.
Activities & Routines
What actually happens day to day?
Meetings, activities, habits and established routines.
Behaviour
How do people actually act?
What do they do – and what do they not do, despite expectations?
Processes & Tools
How is work organised and supported?
Processes, workflows, tools and available information.
Skills & Capabilities
What can people do – and what are they missing?What can people do?
Knowledge, skills, experience and existing capabilities.
Responsibilities & Interfaces
Who is responsible for what – and how do the different areas work together?Who does and decides what?
Tasks, responsibilities, decision rights and interfaces.
Values & Beliefs
What shapes decisions and behaviour?What do people believe in?
Attitudes, assumptions, beliefs and shared values.
Leadership & Management
What is led, measured and managed?What is demanded and prioritised?
Leadership, goals, priorities, decisions and management.
Identity / Role
How do people understand their role?Who are people in their role?
Self-image, responsibility, belonging and aspiration.
Structure & Organisation
How is collaboration anchored in the structure?How is the company built?
Structures, areas of responsibility, interfaces and collaboration.
Meaning / Purpose
Why are we doing this?What do people do it for?
Meaning, motivation and shared purpose.
Strategy & Direction
Where do we want to go – and why?What was the system built for?
Goals, priorities, positioning and long-term direction.
Down here,
change begins.
Not on the surface.
But where root causes become visible.
Not every problem lies where
it becomes visible.
That's why change
doesn't start with a method.
It starts with the question:
Where do we
really
need to begin?
Change begins with understanding.
Results emerge from the interplay of people and systems.
When results fall short, the cause doesn't automatically lie with people – nor automatically with the system.
The mental model helps identify the relevant level.
We go as deep as it takes – until it becomes clear
where change really needs to begin.
- Environment−15Activities & Routines
- Behaviour−18Processes & Tools
- Skills & Capabilities−21Responsibilities & Interfaces
- Values & Beliefs−24Leadership & Management
- Identity / Role−27Structure & Organisation
- Meaning / Purpose−30Strategy & Direction
Understanding is the way down.
We go where root causes become visible.
Change doesn't follow a rigid recipe. The method gives us a clear structure: we understand the starting point, identify the relevant root causes and intervene where change creates impact.
We go as deep as it takes.
Change doesn't follow a rigid recipe. The method gives us a clear structure: we understand the starting point, identify the relevant root causes and intervene where change creates impact.
Understand results
Clarify goals.
Analyse the current situation.
Make success measurable.
Diagnose root causes
Look at people and systems.
Determine the relevant depth.
Set priorities.
Understand connections
Analyse the relevant levels.
Identify key connections.
Derive clear hypotheses.
Change is the way back up.
Insight turns into targeted change.
So far, we have understood
where the root causes lie.
Now we act on them.
Shape change
Develop people and systems.
Targeted interventions.
Support implementation.
Measure results
Review impact.
Make adjustments.
Ensure sustainability.
Where change takes effect.
The framework can be applied in different areas –
depending on goals, situation and starting point.The framework connects people and systems –
and can be applied wherever change needs to take effect.
- 01
Sales
TransformationTransformationBuild sales systems.
Increase performance.
Enable growth. - 02
Leadership
DevelopmentLeadershipStrengthen leadership.
Take ownership.
Lead change by example. - 03
Team
DevelopmentTeam DevelopmentImprove collaboration.
Unlock potential.
Boost performance. - 04
Sales
AcademySales AcademyEmpower people.
Develop capabilities.
Build a learning culture.
- 05
Executive
SparringSparringGain clarity.
Sharpen decisions.
Accelerate implementation. - 06
AI
EnablementAI EnablementApply AI where it matters.
Improve processes.
Increase productivity. - 07
Diagnostics
& InsightsInsightsCreate transparency.
Identify root causes.
Act with precision.
As deep as it takes.
Change begins at the root cause.
With people.
In systems.
And above all, in how they interact.
People Systems
Insight alone changes nothing.
Change happens
when people act differently
and systems enable them to do so.
Lead · Act · Embed
Impact becomes visible.
Behaviour changes.
Collaboration changes.
Results change.
Change that shows
on the surface
begins beneath it.
You see the results.
Together, we find out
what is at work beneath them.
Results
