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Stop Selling Your Product, Start Selling Your Point of View | April Dunford | BoS USA Online 2020

Business of Software Conference

What they’re doing is they’re teaching for differentiation. They’re teaching for differentiation. And then if you get really sophisticated beyond that, you have an LMS, which is a learning management system, which is more like training software. And you’ve got a head of sales enablement.

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Pragmatic Live Transcripts (Prioritizing Your Product Launch)

Pragmatic Marketing

You know, I think we always want to tell an interesting and unique and differentiated story but we don't want to just make it up. So as part of your launch plan to then do you have a sort of sales enablement and sales training piece of it that your group handles? And then I think we look in the market for validation.

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Pragmatic Live Transcripts (Prioritizing Your Product Launch)

Pragmatic Marketing

You know, I think we always want to tell an interesting and unique and differentiated story but we don't want to just make it up. So as part of your launch plan to then do you have a sort of sales enablement and sales training piece of it that your group handles? And then I think we look in the market for validation.

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The Great Silence

The Product Coalition

The issue feels a little more systemic. If someone asked me to compete with most organisations today, I wouldn’t fuss with innovation so much or think of competitive differentiators, I’d just solve the problem of how time is spent organisation wide, and try and build a company that does the same thing, with less distractions.