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" ... But unlike other industries, technology is still very much in its growth and development phase in healthcare. "Technology generally becomes commoditized over time, and costs come down. But in healthcare that hasn't happened yet,” says Michela. ... "
" ... Companies in our space were starting to move in the direction of commoditized security over the cloud, as we were, but many required users to connect through an agent. We decided — again, informed through customer feedback — that agentless access would help us win the market share of companies who need secure access for the unmanaged devices of consultants, freelancers and outsourced workers. Founders looking to nail down their positioning should prioritize competitor awareness in this way. ... "
" ... Many companies I work with are challenged by either not allowing themselves to rethink their strategies or not thinking outside of the box. As more products become commoditized and the barrier of entry is lowered, companies need to think, Where can I be adding more value and how will it translate into market share or higher profits or both? ... "
" ... The most obvious place to enact change is organizational structure. By removing the traditionally siloed approach to the two disciplines, alignment naturally improves. But the mindset has to change, too. For example, brand marketers need to accept that sales enablement is not, after all, beneath them and, in fact, represents a crucial tool in generating revenue momentum. While sales has to recognize that brand marketing, done well, does establish buyer preference and, in a rapidly commoditized world, can open some promising doors for the sales team to close the deal on. ... "
" ... • The Return of the Brand: Technology (like financial services in the 1980s) has become commoditized, and engineers and founders with tech backgrounds will be heavily dependent on communicators to bring their benefits and unique selling propositions to life and create sustainable, diverse and inclusive corporate cultures. Consumer marketers will have to work extra hard to appeal to the fickle buyer, who has millions of choices of how, where and when to buy products. Companies will realize that decision makers are ultimately human, and we’re seeing B2B and B2C become B2P. ... "