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How to use Google Analytics? The importance of making data-driven choices for business development

How to use Google Analytics? The importance of making data-driven choices for business development

by Marcello Cazzaniga | Apr 4, 2022

Before analyzing the importance of Google Analytics from a commercial perspective, let’s see, first of all, what is Google Analytics: a free data analysis platform that, through the implementation of a Javascript tracking code inserted in the source code of a website,...
Sales and Game Theory. The negotiator’s Hamletic dilemma: Compete or Cooperate.

Sales and Game Theory. The negotiator’s Hamletic dilemma: Compete or Cooperate.

by Marcello Cazzaniga | Nov 10, 2021

How can Game Theory help in sales? In the following post, we will try to answer starting from an absolute concept: business and commercial negotiations are activities that require high strategic, relational, and communication skills. It is a tautology, a statement...
The value of the Socratic method in a sales negotiation

The value of the Socratic method in a sales negotiation

by Marcello Cazzaniga | Sep 14, 2021

With this post, we want to illustrate a particular approach to sales negotiation that has its origin in the teaching of the great philosopher Socrates, who lived almost 2 500 years ago, but with an unquestionably important and current legacy of thought.   Who is...
What do the D-Day of June 6, 1944, and a Digital Go to Market have in common?

What do the D-Day of June 6, 1944, and a Digital Go to Market have in common?

by Marcello Cazzaniga | Aug 5, 2021

This post will analyze what a Digital Go to Market strategy has in common with the D-Day of June 6, 1944, known as the D-Day. Let’s understand together where this curious association comes from.   “The Marketing War” – Ries and Trout Many...
Why should the song “L’istrione” by Charles Aznavour be the international anthem of a salesperson?

Why should the song “L’istrione” by Charles Aznavour be the international anthem of a salesperson?

by Marcello Cazzaniga | Aug 5, 2021

With the following post, we want to stimulate your mind and make you reflect on the reason that led us to see the song “L’istrione” by Charles Aznavour as the international anthem of a salesperson! Of course, we are joking, but there are many...
Why if you had been a 17th-century Dutch florist in the “Tulip Bubble” would you have had to sell the roses?

Why if you had been a 17th-century Dutch florist in the “Tulip Bubble” would you have had to sell the roses?

by Marcello Cazzaniga | Aug 4, 2021

In the following post, we will go together to understand why if you had been a Dutch citizen at the time of the 1600s during the period known as the “Tulip Bubble,” you would have had to buy roses. But first of all, let’s take a step back in history,...
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