Historically resistant to change, B2B organizations have been forced by years of social upheaval and pandemic effects to change how they manage their people. The dual needs of attracting and keeping highly engaged and high-performing sales professionals are more intertwined than ever, requiring CSOs and HR leaders to establish a selling culture that adapts to ever-changing buyers, offerings, motions, and societal norms. In this report, we demonstrate how to optimize the creation and maintenance of a sales culture that generates the kind of sustaining energy that increases revenue generation productivity.