9 Conclusion

Show Me the Money

DOI: 10.4324/9781003030607-9

The world is rapidly moving from marketing as a cost, to marketing as a revenue driver.

Marketing is the engine that runs sales. It identifies qualified leads and reminds consumers why they would want to buy your product. Sales takes those qualified leads and tries to convert them into customers. Together, sales and marketing help turn a consumer into a customer.

Before the World Wide Web brought the world to us, marketing dollars were spent primarily on advertising to seduce consumers with promises of a better life, if only you used the right kind of toothpaste or drove the right car. Sales brochures were printed by the millions and traditional ...

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