In this episode of the Insight Lab at Olah Marketing Edge, we sit down with the Associate Provost and Dean of the School of Professional Studies and Innovation at Moravian University — a higher education administrator with 25 years of experience evaluating, buying, and implementing EdTech across multiple institutions.

If you sell EdTech to American universities, this conversation is required viewing.

Deirdre breaks down exactly what makes her sign a contract — and what kills a deal before it ever gets started. From the moment she lands on a vendor's website to the moment she signs a contract, she walks us through the real buying process inside a private American university — including how budgets actually work, why free trials close deals that sales teams can't, and what happens when a vendor pivots in real time to solve a problem she ...