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The same work, in two forms
The right-hand column is not more sophisticated and need not cost more. It carries one additional requirement, that something survives the end of the cycle, and it usually pays later.
| The work | As activity: spent when it ends | As an asset: still there next cycle |
|---|---|---|
| Demand generation | A campaign that books meetings this quarter | A positioning the market can repeat back to you |
| Pricing | A discount that closes the deal in front of you | An architecture a seller defends without escalation |
| Sales process | A seller who is unusually good at qualifying | A qualification standard the whole team applies |
| Measurement | A report explaining what happened last quarter | A model that gets corrected every cycle |
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Reference & Evidence
Source: Author's own classification.