Focus on Influencers in Marketing

As I travel around the world, I am surprised at how much time and how many dollars companies spend focused only on the customer portion of their marketplace. Market-leading companies think more broadly and focus on the larger view to include influencers, going beyond the customer and understanding who has a larger share of voice in the market based on the news, announcements, and relevancy. In this case study, I highlight IBM’s best practice of a full 360 degree view of the marketplace and the impact each group has on virtually all of its products, services, and announcements.

The Influencer Agenda at IBM

In this chapter, we explore three elements that are critical for a solid GTM plan:

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