Executive Summary (This is a document excerpt)

Technology product and service providers now have to engage a wider mix of customer stakeholders during the sales and relationship building process than they have had to in the past. For a provider to make the most out of any given interaction, it needs to make sure that the various customer stakeholders involved in these interactions get messages that are meaningful and that relate to their professional objectives. All too often, providers miss out on or delay significant business opportunities because their messaging does not directly address as many stakeholder objectives as they could.

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