S3E12 - Why Change? | Carl Ferreira & Cassidy Shield
Stacking Growth | The B2B Marketing Podcast
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The Importance of Why Change
The last year or four years when it wasn't difficult, that was the exception. When I think back to COVID, even my selling days at HubSpot, we weren't pushed to tell a why change narrative during COVID right because there was an enormous amount of demand to be captured. And now today, what I'm seeing is everyone's freaking out. The results are down because buyers, you skip a step. If you go straight to why us in all of your messaging and positioning, whether it's marketing or sales, you're skipping a step. Buyers aren't there with you. You're further along than them. They're at like, why change? Why do I
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