Chapter Overview
For a lot of reasons, buying teams are growing by leaps and bounds in almost every industry. Major purchases, for instance, might involve a wide range of company functions, including Human Resources and Information Technology. But not all buyers are created equal. So it’s essential to determine what role each specific individual plays on the buying team.
The Buying Team
Developing a clear understanding of the audience is one of the most important links between business strategy and marketing. If you know what your audience wants, you can see how those needs connect to your company and its products. You see how you fit in … or don’t. And you chart a course for getting your story out there. That’s the ...
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