Most B2B messaging fails for one simple reason: it speaks the wrong language. Lisa Dennis has spent over a decade proving that when marketing says one thing, sales says another, and the product team adds a third version, all the buyer hears is noise. Lisa joins Ashley Blount to unpack why account-based marketing keeps underperforming even when the strategy looks solid on paper, and why the fix starts with flipping the entire value proposition on its head. She breaks down the difference between strategy and tactics and how AI is actually creating more room for real strategic thinking instead of replacing it.
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