As marketers, we spend a great deal of time and money developing brands and positioning products in such a way as to differentiate ourselves from our competitors and motivate customers and prospects to take action. We agonize over the details of each ingredient in the marketing mix, every link in the value-delivery chain, to make sure we turn interest into action. Global branding into gross margin. Sales promotions into sales leads. And when we’ve done our jobs well, those sales leads turn into honest-to-goodness … [Read more...]
