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The Startup Founder’s Guide to Negotiate Like a Pro

Gain an edge with negotiation strategies from Harvard, Stanford, Yale & MIT. Learn how to create value, foster collaboration, and reach mutually beneficial deals.
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Technology Adoption Curve & PMF

Marketing that supports where your product is on the technology adoption curve is crucial for success in B2B tech markets. Part 1 covers Innovators and Early Adopters.
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Technology Adoption Curve – Part 2

Marketing that supports where your product is on the technology adoption curve is crucial for success in B2B tech markets. Part 2 covers the mass market.
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CMO or Chief Business Builder?

The functional role of the CMO has shifted from marketing leader to chief business officer because of the proximity that CMOs have to the customer and the ecosystem.
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Understanding The Buyer’s Journey – Part 1

The B2B buyer's journey has forever changed. No longer is the vendor in control, yet many marketing teams are still executing the playbook from when sellers controlled the flow of information and even access to critical decision-making criteria.
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Understanding The Buyer’s Journey – Part 2

No longer is the salesperson the primary source of information in a B2B sales process. This has profoundly changed the way that marketing and sales serve the modern B2B buying journey.
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Understanding The Buyer’s Journey – Part 3

Buyer empowerment is an important key to success in today's B2B sales process. As the buying committee expands, each member wants to research independently, leading to fewer sales rep engagement and more self-guided discovery.
A Short Guide to Overcoming Buyer Resistance

Guide to Overcoming Buyer Resistance

Buyer resistance is real, but there is a way to overcome it confidently by understanding the values and motivations that drive your customers so that you can create messaging that will help connect with them and reach your revenue objectives.
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Language To Capture Market Attention

Languaging is the marketers tool that enables them to reach their audience so that a desired result is triggered. Too much marketing is based on comparison when it's different that our prospects respond to. Avoid better/faster/cheaper language...

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