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Research Details
Show Me the Money, Not Just the Customer
Abstract
Argues that targeting customers is not useful unless they have a budget to allocate to your product or services. Introduces the concept of Total Addressable Spend to focus attention on how customers will pay for your new product/service.
Type
Article
Author(s)
Date Published
2020
Citations
Sawhney, Mohanbir. 2020. Show Me the Money, Not Just the Customer.
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