Dunford: Indecision is by far the biggest competitor in B2B sales
April Dunford · April Dunford: The Marketing Expert · Aug 20, 2024 · at 1:11:19
Positioning expert April Dunford explains why enterprise deals fail, emphasizing that buyers avoid making choices to avoid making mistakes.
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“This is the most fearsome competitor we have in B to B by far is no decision.”
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