Domain and subject matter experts (SME) have a problem that is reflected throughout their sales and marketing communications. It is a bias called the curse of knowledge that occurs when someone assumes that others have the same background and knowledge as them. This is very costly…
Talking with prospects in the language they use about what matters the most to them brings sales success. What matters most to them is reflected in metaphor and in word, aligning with the goals and expectations of their role. There are always things prospective customers want to achieve and to avoid.
On the surface, it seems that established brands are always improving their products, taking them to market, and selling them. Makes sense right? Its good practice for them. It makes total sense when adding incremental value, to get the new and improved message out to the world.
Revenue Growth is the focus of an incredible volume of marketing technology, bloggers, and goto market prognostication. Its an ever present challenge for every company that survives startup, and for many underfunded startups as well. Revenue in the business world is not funding within this definition.