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How to transition to a long term capability approach
Paul explains how companies can get off the monthly target treadmill and build long term capability
Why some companies are short term thinkers
It’s easy to say a company needs to be less tactical, but harder to implement a strategic shift. Why does this happen and why is it important it changes?
The importance of defining your ICP
Paul explains why sales and marketing need to strictly adhere to your ideal customer profile
How to avoid the chase for MQLs
Paul shares the outcomes of a customer led approach and how it compares to a focus on fresh marketing qualified leads.
Focus on the customers you have
Companies make most of their money from long term existing customers, so why the infatuation with short term acquisition campaigns?
How lifetime value should drive your decision making
Paul explains how a lifetime value approach can drive better outcomes for your business
The importance of being customer driven
Follow the money! Paul explains why he feels a customer-driven strategy is the most effective