The DISRUPT playbook was created for a technology company whose primary sales goal was to disrupt the status-quo of prospects and kick-start the buying process. The technology being sold had the potential to add value to prospects, but was technically difficult to achieve, and so many prospects remained in the status-quo.

The first step in developing the model was to understand how customers bought the technology. Interestingly the buying process was typically a two-staged process with

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