In sum, to the pragmatist buyer, the most powerful evidence of leadership and likelihood of competitive victory is market share. In the absence of definitive numbers here, pragmatists will look to the quality and number of partners and allies you have assembled in your camp, and their degree of demonstrable commitment to your cause. The operating principle here is that you identify leaders by their followers. The kind of evidence this buyer is looking for is signs of co-marketing, such as joint sales calls and cross-referencing each other’s products in sales literature, and consistent mutual
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