Every VP of Marketing eventually finds themselves pulled in three different directions at once. To your left, the Software Vendor: “Our new AI engine optimizes everything out-of-the-box! We just need to expand your license footprint before the end of the quarter.” To your right, the Global System Integrator: “We have an 8-person team ready to […]
Read moreSketch #1: The Software Doesn’t Do That
One of the most valuable things an advisor can say isn’t “yes.” It’s: “That product doesn’t actually do what you think it does.” Years ago I found myself explaining exactly that to a very senior executive who had been getting polite, ambiguous answers from vendors and consultants. It didn’t help that this decision maker had […]
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