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b'We need our prospects to be so confident that they will get the return they expect. And so it\'s the ROI model, but also it\'s the level of confidence about the ability to achieve that. The fact that sometimes even what our customers tell us, they see value in our own solutions starts to change and evolve. Eric Whittlake of 6Sense joins Susan today. He says,\\xa0 "One of the things that you likely will see is they value the thing that\'s more immediate than the thing." That extends into the need for us to do things to reduce the perception of risk with prospects of choosing a, hopefully, our solutions. That has to do with our sales process, that has to do with our marketing, and establishing credibility. There\'s more that we have to do there because we have a higher bar. It\'s time to stir it up again. We have to recognize how much has potentially changed in our market, with our prospects, and how that is so much more important that we go do this work now to understand how we\'re going to prioritize. Listen to this episode, "Reducing the Perception of Risks with Prospects."\\n----more----\\nAbout Eric Whittlake:\\nEric is a B2B marketer with a focus on demand generation, digital, content and media. Over the last 15 years he has helped clients develop programs that stand out and he\'s helped agencies create and grow new service offerings including media strategy and planning, marketing analytics, exchange-based media buying, and measurement technology. In addition, he\'s lead new mobile, search and lead generation initiatives.\\nAbout 6Sense:\\nYou can\\u2019t guess your way to quota.In these times of uncertainty, conventional wisdom tells us to proceed with caution. But 6sense CEO Jason Zintak has another take. We\\u2019re ditching guesswork, and choosing to proceed with confidence.\\n6sense Revenue AI\\u2122 eliminates guesswork and arms your revenue team with the data and visibility it needs to create and convert high-quality pipeline into revenue.\\nProceed with confidence, in any climate.\\nImportant links:\\nhttps://www.linkedin.com/in/ericwittlake/\\xa0https://6sense.com/\\xa0https://www.linkedin.com/company/6sense/\\xa0Twitter: @wittlake\\xa0 @susanfinchweb\\xa0 @funnelradiolive\\nhttps://funnelmediagroupllc.com'