Liz talks about how your grasp of the culture of the market you’re trying to serve can indicate how your marketing efforts will translate. She also shares insights on how you can be more effective in marketing by taking culture into consideration in your messaging.

Liz and Ryan Sorley, Founder and CEO of DoubleCheck Research, talk about what’s more important in the overall scheme of a software solution sales cycle, what sales reps can do better to ensure that more of their leads convert into actual sales, and why they are losing B2B software sales deals.