When prospects are in the awareness or consideration phase in their buyer’s journey, there’s usually a point where sales and marketing teams sense their buyer is on the precipice of purchasing. You ...

It’s a privileged position, writing a B2B case study. Not only am I entrusted with my client’s own client relationship, but the customer will often take the opportunity of talking to a third party to ...

Nicole Coomber has taught consulting and experiential learning courses at the University of Maryland’s Smith School of Business for years, assigning graduate students take-home case studies that mimic ...