The #1 Conceit in B2B at Scale: Masking a Slowdown in Net New Customers Why Covering Up Declining Customer Growth is the Beginning of the EndI’ve seen this movie play out dozens of times now across hundreds of B2B companies. And it almost always ends the same way.The #1 conceit in B2B — the thing that kills more companies than bad product, bad timing, or even bad management — is ignoring or masking a slowdown in net new customer acquisition.It’s seductive. It’s easy to rationalize. And it’s almost always f ...