Why Your Business Case is Costing You Deals
The science of how buyers actually make purchasing decisions and why leading with ROI is a huge problem.
You built the ROI model. You walked them through every number. They nodded the whole way through. But you still lost the deal. In this candid conversation, I sit down with Alex Cook, the #1 AE and Sales MVP at Sprout Social, someone who has closed deals at some of the world’s biggest brands, to talk about what’s really going on when your business case isn’t landing and how to fix it.
