In this episode of the Expert Insight Interview, host John Golden engages with Cara Armstrong, a leader in business development and founder of Jarvie and Co. and She Dreamed She Did. Cara shares her three-step framework for optimizing B2B sales strategies: Refine, Attract, and Convert. She emphasizes understanding the ideal customer profile, creating brand resonance, and optimizing the sales process. Cara highlights the importance of a customer-centric approach and shares a case study illustrating her framework's effectiveness. The episode underscores the need for businesses to continuously adapt their strategies to meet evolving customer needs for sustainable growth.