Problems with Sales Tools

Creating sales tools are one of the essential functions of marketing. Why, then, are they so bad?

Measure Twice. Strategize Once.

It's easy enough to say. Before working on any strategy, you need to know about reality—the facts. Otherwise, you risk creating a bad strategy. It's hard enough to do this. Yet, even this isn't enough. You really need to measure twice before you strategize once.

Episode #5 - What's the Value of Branding

Branding is the most expensive, most cost-effective, and least understood marketing discipline. When done correctly, branding decreases the cost of future tactics and increases the effectiveness of communications.
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