For the last five years, every single Friday at 14:00 UK time, our team at Azpertilo goes live with The Digital Download. 260+ episodes later, it’s officially the longest-running weekly business talk show on LinkedIn Live.
Our panel is dynamic, made up of whoever on the team is free from client work or family commitments that week. But without fail, every single session drops at least one absolute jewel of an insight.
This week’s gem came from Tracy Borreson, who threw out a question that stopped us in our tracks:
“Why can’t Sales and Marketing be more like Formula 1?”
We were debating why Sales and Marketing often feels like a cult trapped in a time warp. Think about it: almost every other business department has radically adapted over the last 40 years. Yet Sales and Marketing seems stubbornly resistant to actual change.
Then look at F1. When the regulations changed to mandate hybrid engines, combining electric and petrol, every team started from scratch. Some built great cars right out of the gate; others struggled.
But F1 teams share one relentless objective: to win.
Because the goal is clear, the teams iterate, innovate, and adapt week after week. By the end of the season, even the cars that started out weak become competitive. They don't stick to legacy playbooks out of habit; they evolve in real time to match the new rules of the track.
Tracy hit the nail on the head. If the ultimate goal in business is to win, why are we still running 40-year-old sales and marketing playbooks instead of innovating like a pit crew?
It’s time to stop treating old habits like gospel and start adapting to the track we're actually racing on today.
If you're not following Tracy, I highly recommend you do!
