This week, former Forrester Research Director, Jeff Clark, is back in the studio for a discussion with our host Ian Truscott, to discuss how marketing can help sales defeat the biggest competitor in many B2B deals - do nothing.  They discuss:  Quantify the cost of inaction Understand persona needs Lower risk of change Bring proof Build internal consensus Ian then joins Robert Rose in the virtual bar, The Rose & Rockstar, to celebrate 6 years of the podcast. Over a fabulous cocktail, they revisit the first chat they had in the bar, about expressing your point of view in “unprecedented” times and how this relates to his work today, and their discussion two weeks ago about showing your “pointy bits”. Enjoy! — The Links The people: Ian Truscott on LinkedIn  Jeff Clark on LinkedIn Robert Rose on LinkedIn Mentioned this week: The JOLT Effect What is Customer Indecision? Understanding and Overcoming Buyer Hesitation The Greatest Sales Deck I’ve Ever Seen | by Andy Raskin | Mission.org | Medium Rockstar CMO FM #9 - Ahmed Hasan and Cocktails with Robert Rose Robert’s podcast: This Old Marketing  Robert’s newsletter: Lens, his websites, robertrose.net and seventhbear.com Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: We’ll be right back by Stienski & Mass Media on YouTube Piano Music is by Johnny Easton, shared under a Creative Commons license Prince - Nothing Compares 2 U (Official Music Video) You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices