Introduction

Why I Wrote This Book

When I left my nearly 10-year career with marketing and sales-driven organizations, I thought I knew more than the average person about how to market and sell something. I had worked on some of the biggest brands, presented in front of some of the most senior people, worked with multimillion-dollar budgets, and launched million-dollar products.

So, when I left to start my own business, that’s what I thought I would sell: marketing and sales strategy consulting! Rolls off the tongue, doesn’t it? I basically wanted to help organizations to become more competitive. So, I went out and tried to sell the idea.

When I first started, I remember setting up nearly a hundred meetings over a few months. In each meeting, ...

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