Mark Bashrum

The Science Behind Unseating an Incumbent

Dec 09, 2016 By Mark Bashrum

The Science Behind Unseating an Incumbent

Have you ever wondered why it’s so hard to win a new account from an incumbent, even when you have a better solution? Some of the reasons are obvious: the existing account holder is a known entity, with first-hand knowledge of the client and a solution in place; that’s understandable. What’s... Read More

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