Outward or inward looking?

Friday morning meeting at ABC Ltd between Ron (CEO) and Dave (seasoned sales rep) -

Dave: "Can we look at getting a dialler system? I've heard something like ConnectAndSell, Inc is amazing at reaching decision-makers."

Ron: "No, it's too powerful and our salespeople don't have the skills to handle it. You wouldn't buy your son a Ferrari would you!"

Dave: "OK so how about we get some sales training, so the team can learn how to cold call properly and run meetings more effectively?"

Ron: "What and waste yet more budget?! We're entering a deep recession and have to double down on our costs...

Besides we have 1 in 400 hit rate on our cold email campaigns, so we only need to send 25,000 to hit our meetings target this month."

Dave: "Are we doing anything to improve our email hit rates? 1 in 400 doesn't strike me as a ground-breaking ratio.

And how about improving our meeting conversion rates? What's the point of a sales meeting target if half the team aren't converting much higher than 1 in 10?

Ron: "What and spend even more money on hiring someone for help?! Are you trying to bankrupt me? Forget it. Besides I wrote that email, so what exactly are you saying!?"

Dave: "I'm talking about making investments to improve our win rates - I don't really see them as a cost."

Ron: "Excuse me - do you want to take over as CEO?!! Get back to it - I've been in business for over 30 years. I think I know what I'm doing!"