Transparent Expectation Branding. Why not?

Transparent Expectation Branding. Why not?

Can B2B companies brand expectations like B2C? Why not? Here’s a ~ 3 minute video discussing IKEA, and how B2B may be able to learn how to brand expectations to disarm and crush their competition, streamline their pipeline, win more often at a lower cost of...
Are we “buyer-centric” in name only?

Are we “buyer-centric” in name only?

While we so often claim to be buyer-focused in our sales efforts, when you truly look at it, our internal processes and measures are primarily sales-focused. And, what do sellers do? Prioritize what gets measured. Can we take a lesson from 100+ years ago, and revisit...
Todd Caponi
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