In the world of B2B marketing, there exists a Great Chasm.
On one side of the Great Chasm live the business owners of the Past. They believe that "marketing" simply describes the staff who oversee networking and sales proposals. On this side of the chasm, marketing is a series of tactics, tools, and a list of chores to be completed. Marketing is a necessary evil in this land, and it’s too expensive to be done any other way.
On the opposite side of the Great Chasm live the firms of the Future. These businesses are passionate about marketing. They see marketing as a way of engaging with clients,...Read More »