If you look around your company today, it probably wouldn't be hard to find people who had an idea or an opinion about how to make your sales process better. Everyone has one. Everyone has ten.Ideas are easy. Testing hypotheses, experimenting, and validating those ideas is much harder. On this episode, we're going to break down a sales science experiment with the chemist who put it together, Kyle Bastien. Kyle is the VP of Sales Readiness at Drift, and in the past year, he launched something at Drift that is now known as Sales Lab. In our conversation, we talk about the genesis of the group he brought together, how we went about prioritizing the laundry list of "shovel-ready projects" he found across the company, and why he believes your company needs an engine of Innovation to stay relevant.