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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)

Mohanbir Sawhney

Date Published

2020

Citations

Sawhney, Mohanbir. 2020. Show Me the Money, Not Just the Customer.

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