Decision making at big B2B companies is often skewed by anecdote and myth: A worried report from the most vocal salesperson about a competitor’s latest move; a customer complaint that happened to be fielded by a senior executive. The flow of one-off stories often has outsized influence on how senior managers shape the firm’s interaction with customers.
Run B2B Sales on Data, Not Hunches
One-off stories can mislead you.
September 12, 2016
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New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.