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Expansion Messaging as a Commercial Strategy

If your job is to lead teams, scale organizations, or design your company’s commercial strategy, this chapter is for you.

Throughout this book, you’ve learned a series of useful frameworks that will help you make great tactical decisions to manage acute commercial moments with existing customers. But when you’re trying to drive companywide transformation, you also need to know the obstacles you’re likely to face. These obstacles are anchored in your old customer engagement motion. To get the ...

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