Using the Business Case to Close the Deal

Marketing executives invest a great deal of time and money building the brand, only to see it diluted at the most critical point—in front of the customer. Depending on how your sales force executes—the process they follow, the questions they ask, the messaging they use—the brand equity you work so hard to create will be either reinforced or undermined by their actions.  Read More
MarketingProfs.com, Jonathan Sharp, July 20, 2004

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