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You're absolutely right! I worked for a startup in the mid-90s, whose founders were mainly engineering and finance folks. The VP of Sales and Marketing was a woman who grew up with parents who ran a successful small business. When our first full-page ad in a trade magazine didn't bring in a single inquiry (as she and I predicted it wouldn't), she got on the phone and started calling from a list she purchased. Within six months, the company was profitable and was selling all of its software products for enterprise database management via an outbound telemarketing team. It's all about rolling up your sleeves and asking prospects who they are and what they want.

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