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When selling a compliance product, you often need to sell non-compliance — what happens to the customer if they are not compliant. The challenge with that is there are alternatives, for example selectively ignoring the obligation or doing the bare minimum to avoid the worst of it. This can also present challenges with who the buyer is. If a legal and compliance person is the champion, they can get stuck convincing the decision maker (e.g. CEO) and it can take a long time adding uncertainty to the sales process.