Episode 1: How customer references win big B2B tech deals ft. Vlado Rukavina

How do customer references help win big B2B tech deals? Vlado Rukavina shares how customer stories turn complex technology into proof buyers trust. The former Global Advocacy Specialist at Wings4U joins us to explore what makes customer evidence compelling—and how sales teams can use it to address a prospect’s toughest doubts. Drawing on his experience with Microsoft Azure and Dynamics 365, Vlado discusses: • How one energy supplier’s story brought a drop in forecasting error from 15% to under 1% to life. • The role of reference calls in multi-billion-dollar deals. • Why persistence, transparency, and intercultural communication matter when working with advocates across the globe. Explore more Wings4U podcast conversations: https://www.wings4u.com/podcasts #CustomerAdvocacy #CustomerReferences #B2BSales