The same signal means different things by industry
A new CIO, a hiring spree or a funding round can mean opposite things in different industries. How to read a signal in the context of the business.
3 min read
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Firmographics are the start, not the answer
Industry, size and location tell you which companies could buy from you. They don't tell you which ones will. Here's how services firms close that gap.
3 min readThe ideal customer profile most firms skip
Services firms define their ideal customer by size and industry, then skip the part that predicts a deal. Here's the profile of the moment, not the company.
3 min read