Question 3: What Portfolio of Go-to-Market Participants Should Do the Essential Work?

Once the most appropriate go-to-market activity, or essential work, has been determined, the next question is who will do it. Figure 1-3 provides several candidates: advertising and promotion, direct mail, face-to-face sales (including agents, value-added partners, and a direct sales force), telechannels, and the Internet. An old-fashioned door-to-door salesperson does almost all of the essential work. He or she creates interest, qualifies the customer, makes the sale, delivers the product, and collects the bill. Modern selling requires a hybrid approach. Grainger, an industrial products supply wholesaler, lets customers order through many channels, including ...

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