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The Three Value Conversations: How to Create, Elevate, and Capture Customer Value at Every Stage of the Long-Lead Sale by Cheryl Geoffrion, Conrad Smith, Tim Riesterer, Erik Peterson

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8     Financial Statements and ROI

 

When you read the financial statements in annual reports and quarterly earnings statements, at first they may just look like a bunch of numbers. But as you get to know these documents, they’ll look more like opportunities. Look for trends on the income statements and balance sheets from year to year to see changes that may be relevant for your solution.

Where to Look

Your first stop is the company’s corporate website, where there is typically a section (possibly linked in small type on the bottom) labeled “Investor Relations.” There, you’ll find annual and quarterly statements.

If there isn’t such a section, you can check out the U.S. Securities and Exchange Commission (SEC)’s EDGAR (Electronic Data Gathering, ...

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