How do you transform your sales conversation? By defining your company’s purpose. Brand purpose has been big in consumer companies for years. It transformed the fortunes of Dove, Old Spice and Always. But it can do the same for business to business brands as well. B2B companies like IBM and DS Smith have defined their brand purpose. This has helped them to escape the commodity trap and establish their positions as thought leaders and strategic partners, increase their margins and open up new business opportunities. Want to define your business’ purpose? Here, we show you how it’s done.