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The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market by Sandy Carter

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#1: Don’t Forget About Office Politics

We didn’t discuss the environment in this book, but I wanted to end with the point that you cannot forget office politics. In discussing marketing with Anne Holland, founder of Marketing Sherpa, Inc., she told me that one of the biggest disruptions for marketing professionals is in this area. Holland has been studying business-to-business (B2B) marketing for ten years, discovering best practices, and advising the best of the best marketers. In her view, when marketers fail, the #1 reason is that they did not pay attention to office politics. Holland comments, “Number one is office politics because if you cannot get the finance department and the IT department or legal department to agree to what ...

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