Targeting segments of buyers has always been the focus of marketing efforts, regardless of product or industry. But customers don't buy as segments.
There are disconnects between marketing and sales. Organizations today need to invest in marketing the same way they once invested in sales.
For better or worse, marketing and sales efforts affect not only the profitability of a firm but also the firm’s liquidity, or its ability to meet short-term financial obligations.
We all know that buying and selling agricultural inputs is more than just receiving or offering a lower price. But can we be more specific?
Marketers today don’t have the relatively simple tasks of informing, persuading, or reminding. Salespeople don’t have the relatively simple task of convincing someone to buy from them. For both of these functions, the challenges today aren’t about outgoing messages at all.
When it comes to conducting business, there isn't a more important word or concept than customer trust.
Marketers talk a lot about differentiation. The problem is that their processes can be a little self-centered rather than customer-focused.
Craig Newman, recently retired CEO of AgReliant Genetics talks about why it's important to invest in professional growth.