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This new season covers trends that businesses need to know about and have a plan for. This episode discusses how new decision-makers are gaining power in every industry. Is now the time for re-tooling your sales force to effectively call on economic buyers and executives? Should you start promoting to end-users in your market, when you never have before? This discussion will help you decide!
Inertia and habit are the enemies of customer-centricity in business. In most industries, market dynamics often change long before companies adjust their strategies. Learn about a company that discovered they were focusing on the wrong stakeholder -- and how they changed their strategy in the nick of time. Mary, Sean and Tom discuss how you can save yourself the angst and morph your strategy before losing share!
Does narrowing your focus to a single or a few target segments limit your opportunities for growth? While it is logical to think that targeting reduces your total addressable market (and it does), the team talks about the magnetic effect of focus - the ironic result of serving one segment so well that other segments are drawn to your value proposition.