When I started in B2B, my mentor told me, “We call this business to business, but make no mistake, people buy products, not businesses. It’s people who make decisions for these businesses.”Here’s where the rubber meets the road. If you’re only focused on businesses as accounts, you’re overlooking opportunities.For example, as our latest guest shared in his podcast guest application, “Track when your customer champions change jobs.”To hear the story behind that lesson, along with many more les...