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Read more Like many technology companies, Oracle had also come to realise customers were using online tools to get at least halfway through their buyers’ journey before even speaking to a sales rep. “We still have a job of work to do around awareness of our brand, and awareness of the capabilities and offerings and services that we actually have to bring to a customer,” she says. With the cost of customer acquisition directly related to brand awareness, Jobbins says Oracle needed to present itself differently. The company’s huge breadth of offering meant even existing customers weren’t always aware of how many solutions Oracle had to offer.

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