2 stories
A pipeline report says 40% of deals sit in 'proposal' stage. One rep only marks a deal 'proposal' once a signed statement of work goes out. Another marks it the moment a number comes up on a call. Both fields are filled in correctly. The 40% doesn't mean what it looks like it means.
Two competing products both claim the easiest onboarding in the category, on the same landing page template, in the same words. A prospect reading both pages learns nothing about which one is actually true, because both companies could make that exact claim whether or not it holds.
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