Consumers don't buy what they need; they buy what they want. How much do consumers spend on Porsches and ice cream compared to broccoli and psychotherapy? But businesses don't buy nice-to-haves. For example: Marketers want a beautiful website—but they need a website that converts visitors to outcomes such as leads or purchases. CEOs want happy employees—but they need people to show up and do their jobs, for products to be released on time, or for cash flow to be improved. VPs of Sales want increased sales productivity—but they need and buy what contributes to it, such as leads, accurate
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