Section 2: Capturing the Invisible Sale
When you’ve convinced your organization that the Invisible Sale is not only real, but also an area that you all need to focus on today and in the future, you’re a quarter of the way to being finished. Next, you need to create an online (and, in some cases, offline) integrated content footprint to ensure that you can compete for today’s self-educating buyer.
To do this, you need to set aside much of what you’ve been taught about how marketing and sales work to pursue a completed sale. You need to embrace a few thoughts and approaches that will initially feel foreign and, in some cases, downright wrong. But stay the course. If you commit to this brave new approach to sales and marketing, you’ll create a ...
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