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Looking at success stories in the market and growth stories from our own customers, we found out that acceleration and repeatable growth through marketing and sales typically starts with a hypothesis. An idea, likely based on an assessment.

This could be a simple idea, such as the hypothesis that cold calling leads or calling leads with low quality by your inside sales is too costly. And that calling warm, more nurtured leads, could reduce the cost of customer acquisition (and improve employee satisfaction of inside sales representatives).