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Architecting Growth as art and science - practitioners' insights to deliver and track pipeline

What is “Value” in a Value Proposition?

Whenever we meet a new company, one of the first questions as we get to know them is “what’s your value proposition?”, or more colloquially, “what’s your shtick?”. In the Silicon Valley the answer often launches into some techno jargon that sounds compellingly incomprehensible, creating...

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Time to Get Real: Going Beyond the ABM Hype

The number of marketing professionals proficient in marketing automation and ABM is surely greater than those that identifiably advertise an official credential or deep ABM expertise on their LinkedIn profile. But probably not by much; marketing people tend to be good at marketing, and so...

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