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B2B purchases differ from consumer ones because the champion must justify the choice to others and bears the consequences.
Drawn from what April Dunford said
What April Dunford actually said
- April Dunford Positioning consultant for B2B technology companies…
In any reasonably-sized B2B deal, the champion has to justify the deal to someone else, and there are consequences for making a bad choice.
Where this was said
↗The "No Differentiation" Illusionaprildunford.substack.com
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