The passive-aggressive war between sales and marketing must end, and marketing departments must own sales targets for lower-value commodities within the portfolio. Referrals are king, but no salesperson can make their numbers on referrals alone. Nor can you exceed sales target without the assistance of others.
As a seller, you can lead the way by relinquishing the busy fool activities of selling cheap commodity offerings in highly competitive sectors. You can move to value with elevated relationships and a strong narrative and agenda. You can engineer value and own the relationship rather than merely winning a sale.