Creating demand based on Customer's Business Issues is critical to improving our winning percentage.  Most commercial teams speak with customers when they have already decided how they are going to solve their problem & that is too late.  If we can define the problem with customers we win more often!

• Understanding the 3-5 most important problems to solve

• Developing content & activities that build trust 

• Designing events to connect with customers earlier

• Triggering more opportunities

• Engaging customers earlier than our competitors

• Defining specifications with customers