The key to Demand Creation lies not in a definition. It’s about understanding it from a “how to” sales point of view. Most sellers know the difference between servicing demand and creating it. That is, responding to RFPs where the customer needs are defined, the buying process is in place, and the budget is ... Read More >
What really drives wins and where does it come from? Over the years, we’ve seen transitions from directly pushing product superiority to drive customer business value to now intensively pushing product superiority to drive internal supplier needs. This, in turn, has contributed to the need for career safety within customer organizations, as a culture ... Read More >
“I was asked by a developer to come present on (our company} and how it compares to a product they have been using on their current and previous sites. I was able to look at both products through the eyes of the developer and really pinpoint the key differentiators that would highlight why we are ... Read More >
For important deals, we often research accounts to build an understanding of their business that illuminates a path forward that we call our sales campaign. We see and observe the customer’s corporate executive priorities, carefully determining which ones we might be able to directly or indirectly advance with our offerings. When appropriate, we then ... Read More >