Each customer is a customer type and may have different motivations. To understand what their motivations are, you can create a chart. It might actually resemble an organization chart at first glance but actually looks like the chart in Figure 3.2 and lists: Figure 3.2 Simple B2B Customer Company Organization Chart 1. The name of each person who may come into contact with your product or what your product enables in that company. 2. The title and role of that person in the company. Try to discern whether that person is a user, influencer, or decision maker. Of course, the customer may be a
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