The Challange Innovative companies require innovative sales solutions The B2B marketplace is synonymous with innovation. New products, services and channels are constantly emerging. However, make no mistake: companies tasked with developing a robust go-to-market strategy that builds awareness, demand, and adoption for a new offering presents its array of challenges. Just ask Zac Cooper, Director of Sales at Atlatl Software, a company that creates manufacturing sales technology as sophisticated as the technology delivered to its customers’ factory floor. “I come from traditional SaaS software sales organizations where you have your list of accounts, you have your buyer personas, and you’re trying to create opportunities,” Cooper explained. “But because we were essentially creat

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