BUILDING AND MANAGING A MULTICHANNEL APPROACH
A theme of this book is that the most important thing about a go-to-market approach is the buyer. As explained in chapter 1, buying is now a continuous and dynamic process where a prospect and an order touch multiple points in the distribution channel for most products and services. Hence, selling also means working effectively with channel partners that are influential during the buying journey and after the sale—or, to use the fashionable term, building and managing the relevant “ecosystem.” It’s not only listening to customers and providing value. Sales effectiveness requires success at the intersection ...
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