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Why data means salespeople need to be more like movie directors

Let’s face it - your sales team is statistically likely to be lagging behind in terms of their use of technology. They’re most likely to be applying more relationship driven sales methods than data-driven - especially if your hiring pool includes [...]

Technical Value vs Business Value: why engineers don't always know what's best for the customer

Engineers like to solve problems. Show me an excited engineer and I’ll show you a man with a problem. Noodling with algorithms and figuring out how to connect one thing to another excites a problem solver like nothing else. In technology companies, [...]

The Forest and the Trees: selling the value of new concept products

New concept businesses can’t sell like others with more familiar products. Selling a pair of jeans in a department store requires a particular type of selling, emphasising the value of something already understood to be useful and desirable to the [...]

5 Signs Your Marketing Language is Too Complicated

Sometimes selling a solution or product feels like you’re sitting on a goldmine, yet no-one around you seems to understand. Often the value remains hidden, no matter how many ways you tell your story.

5 steps for marketers to personalize with ALL of their data

If you're still sending out generic offers to your customers in 2017, something's wrong. However, according to a recent article in The Wall Street Journal about personalization using data, "banks, including Chase, know they are sitting on a large [...]

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