Trimble executive discusses shift in technology adoption, focusing on buyer needs over product features.

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  "detected_at": "2026-08-13T06:56:41.601+00:00",
  "company": {
    "name": "Trimble",
    "domain": "trimble.com"
  },
  "data": {
    "tags": [
      "Customer Experience",
      "Sales",
      "Product Management",
      "Digital Transformation"
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    "summary": "Trimble executive discusses shift in technology adoption, focusing on buyer needs over product features.",
    "post_url": "https://www.linkedin.com/posts/trimble_guiding-is-not-a-softer-form-of-selling-activity-7493032947713798144-QgN7",
    "num_likes": 15,
    "post_text": "When a customer arrives informed but uncertain, opening a conversation with product capabilities misses the point. They already know what the software does. What they need to figure out is where to start.\n\nSpeaking on a panel for PwC's Designing the Intelligent Enterprise series alongside Pippa Malmgren and PepsiCo's Johannes Evenblij Garza, Trimble SVP and AECO Chief Marketing Officer Heather Adkins highlighted a critical shift in how technology adoption happens.\n\nInstead of leading with what software offers, effective teams work backward from the exact question the buyer's leadership asked them to solve.\nAs Heather put it: guiding is not a softer version of selling. It is the disciplined work of untangling complexity and replacing raw information with actionable insight.",
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        "topic": "customer uncertainty on where to start with technology",
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        "topic": "leading with product capabilities instead of buyer needs",
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    "posted_date": "2026-08-11T19:57:48.555Z",
    "num_comments": 0,
    "competitors_mentioned": [
      {
        "name": "PwC"
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curl -X POST https://signals.autobound.ai/v1/companies/enrich \
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