The decision-making unit or DMU is the group of stakeholders within an organisation that get involved in the purchase of a technology product. In complex sales, the DMU might include the decision-makers, the influencers, and your early adopters. As you were interacting with prospects inside
A few weeks back, I spoke to Sofia Quintero for The Lean B2B Podcast. We talked about entrepreneurship, customer development, user research, neuropsychology, and continuous research. You can watch the full interview below, or access it on iTunes, Google, or Spotify. Interview Transcript Etienne Garbugli:
“Feedback is just noise until you segment it.” – Des Traynor, Intercom Co-Founder By the end of this article, your users and customers—whether you have one or a thousand—will fit on a map like the following: They will be from different markets, they will have
A few weeks back, I spoke to Simon De Baene for The Lean B2B Podcast. We talked about consulting, growth, product innovation, multi-product strategies, and customer development. You can watch the full interview below, or access it on iTunes, Google, or Spotify. Interview Transcript Etienne
A few weeks back, I spoke to Nkiruka Nwasokwa for The Lean B2B Podcast. We talked about sales, disruptive innovation, value proposition design, B2B product positioning, and customer development. You can watch the full interview below, or access it on iTunes, Google, or Spotify. Interview
Documenting successful projects and sharing them can be helpful for any business. That’s why B2B case studies are so important for both selling and content marketing. Case studies are stories that describe successful customer relationships, about how your company managed to correctly identify your clients’
Landing new clients and closing new deals feels great. And it’s equally upsetting when a customer turns down your offer or when they never get back to you at all. You won’t be able to improve unless you can figure out why some customers chose
