How to Improve Your Return on Success Story Investment
Kathleen McBride
THE PROBLEM: THERE'S MORE TO SUCCESS STORY ROI THAN GOOD WRITING
I've heard talk in some circles that success stories are becoming passé. Sales says they're “marketing fluff”; reps are less than satisfied with the impact of stories during a sale or in building a case for an up-sell or a resell. And reps are less than satisfied in success stories because buyers don't quite trust them; how many CIOs eagerly sign on the dotted line after reading a few success stories? Prospects hear the words “success story” these...