How Outcomes Lead to Better Customer Engagement Customers of outcome-focused technology vendors buy the vendor’s products and services. But not because the vendor sold to them. The sale [...]

How to Disrupt Like Apple How do you explain Apple’s wild success with the iPhone? Is there a lesson we can all apply? Outcome [...]

Influencing the Technology Buying Cycle To influence buying, vendors must link to what’s on the mind of executives at each stage of the buying cycle. But how [...]

The Magic Ingredient for Creating Advocates There’s a magic ingredient for creating advocates. But how do you get this magic ingredient? Every technology vendor appreciates the importance [...]