Summary
In the midst of the buying journey with a potential tech or service partner, many companies ask those prospective partners to speak with customers like them to better understand the true value, but painting a picture of those relationships can be difficult. Prospective partners may erroneously think that businesses want to talk to their competitors — but the most useful references are those with similar models, strategies, or circumstances, regardless of industry or product/service type. Digital decision-makers should use the “Customers Like Us” (CLU) Prospect Profile Tool and share the output with prospective vendors and partners to guide the customer references stage of the buying process.
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