Your Customers Don’t By Technology

Maybe you’re one of the lucky ones.  Your target market overwhelmingly chooses you over the competition because of your clear technical advantage. Maybe you’re not so lucky.  Your target market overwhelmingly chooses the competition, despite your clear...

How to Get Off the Sales Support Treadmill

“We don’t have time to do marketing work because we are overwhelmed with sales support,” the marketing team will tell you. You’re inclined to believe them. You can see that the majority of the marketing team’s time is consumed with direct, tactical sales support...

Embrace the Tension

By now, you can see that your value-based conversation with customers is going to be very different from what you might be used to. You can already feel the knot developing in your stomach as you begin to imagine how uncomfortable this could get. There’s no way...