IT companies need to improve their marketing and communication efforts to effectively differentiate themselves and persuade buyers. Less than 25% of buyers feel tech providers clearly communicate what makes them unique. To attract more marketers, IT companies should simplify their messaging, focus on a few key points of differentiation, connect with customers personally, customize communications, listen to customer needs, and hire people passionate about marketing. The company is hiring more brand ambassadors, partner support reps, and operations staff than engineers or software developers, showing an emphasis on improving marketing and communications. The document advocates using stories to more effectively convey a company's value proposition.