As a follow-up to the article I wrote for ClickZ the other day, I wanted to talk a bit more about the use of technology and the adoption of best practices in large B2B organizations.
My research for the ClickZ article looked at B2B companies on the Fortune 500* and their adoption of modern marketing tools. But when you look at the raw data, it becomes clear that there are three easy lessons for any B2B marketer.
Lesson 1: Technology is only the beginning
When adopting radical new technologies, the technology itself is often only part of the story. The other part is a shift in thinking or action....Read More »