Companies sell products to a broad variety of industries and customer segments, and it’s often hard to know where to focus the sales, marketing and product development efforts. Who should you listen to and who should you be chasing?

Within your target market, there will be customers that are “ideal” you. They buy quickly, renew and expand their contracts, and advocate for the product. In order to fully benefit from these fans, the sales team needs to understand who they are and be comfortable selling to them. And in order for this to work, there should be enough of them to make the effort worthwhile.

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