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How Shopify Moved Upmarket And Unlocked Billions In Growth — Hana Abaza

Positioning with April Dunford

CHAPTER

The Importance of Perception in Marketing

The marketing team gets bored of marketing stuff at the exact moment when it's starting to work. I once had one where we had a sales pitch and we hit version 200. We took a version of what was already there because every sales rep kind of customized it. And that became a big, big part of sort of the machine that we had built out from the marketing side. But really making sure the team was focused on perception and not awareness.

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