Believe it or not, most people still believe that sales success boils down to getting a lot of people to agree to watch a demo. While that's the case with technology, it doesn't vary too much from that in non-technology sales where most people believe that sales success boils down to one of two things - either a critical mass of meetings, or a proposal or quote.
On the other hand, depending on which experts you listen to, sales success boils down to how effective one is with either Inbound, Social Selling, Consultative Selling, Qualifying, Value Selling, Solution Selling, Relationship Selling, The Challenger Sale, acceptance of the Buyer Journey, Sales Process, Sales Methodology, Prospecting, Telesales, Reaching Decision Makers, Closing Techniques, Value Propositions, Capabilities, Presentations, Metrics, Tools, CRM, Pipeline Management, Training, Coaching, Sales Management, Selection, or Timing. I'm sure I've missed a few, but you get the gist.
Sales success is no more about any one competency than great-tasting soup is about one ingredient. If you omit one ingredient, like salt, the soup will taste bland. If you omit one competency, like Qualifying, your sales effectiveness will suffer. While you can't leave one ingredient out of the soup, it's also not possible to make soup by focusing on and including only one ingredient. Likewise, with sales, you can't expect to succeed, dominate your market, and celebrate your results if you focus on and include only one of the competencies on my list.
It requires all of the competencies, all of the tools, all of the systems and processes, and effective sales leaders to bring it all together.
Companies that abandon their time-tested and proven approaches for new tools and technology are as short-sighted as companies that fail to adopt the new approaches, tools and technologies. It's not about extremes or polar opposites as much as it's about planning, integration, a practical approach and inspection.
Sometimes, the leaders are too close to know what to keep, what to discard, what to adopt, and how or when to adapt. Sometimes they are too smart and know the answers without knowing which questions to ask.
Just remember, sales success is a lot like making soup.