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Browse By Category: Marketing
JUNE 19, 2018

Do marketers need salespeople or vice versa?

Targeting segments of buyers has always been the focus of marketing efforts, regardless of product or industry. But customers don't buy as segments.

JUNE 7, 2018

The case of the missing marketer

There are disconnects between marketing and sales. Organizations today need to invest in marketing the same way they once invested in sales.

APRIL 25, 2018

Sales and marketing’s role in liquidity

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.

SEPTEMBER 18, 2017

Procurement strategies of commercial producers

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?

AUGUST 30, 2017

Information and buying preferences

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.

AUGUST 14, 2017

Building trust

When it comes to conducting business, there isn't a more important word or concept than customer trust.

AUGUST 7, 2017

Differentiation

Marketers talk a lot about differentiation. The problem is that their processes can be a little self-centered rather than customer-focused.

DECEMBER 15, 2016

Former CEO talks investing to grow

Craig Newman, recently retired CEO of AgReliant Genetics talks about why it's important to invest in professional growth.