When I speak with sales or marketing executives on the topic of demand generation, I often give a piece of advice that violates virtually everything they've ever learned about successful sales and marketing. The advice is simple: STOP DIFFERENTIATING. Needless to say, immediately upon hearing that advice a look of confusion, disbelief or anger appears on the faces of the attendees. After all, all we hear from marketing gurus is about the importance of differentiation. So if you're not going to...
