Chapter 12: Strategy and Promotion

A profitable thought leadership selling program will provide your salespeople with a disciplined and coordinated stream of education and advisory content that helps them open doors, make more effective sales calls, differentiate your organization and deliver relevant advice. Profitable Channels105

It’s vital to view the process of writing thought leadership material as part of your end-to-end sales and marketing strategy. This book concentrates on the middle part of this process — the art of creating such valuable thought leadership assets. But to know what to create and how to successfully exploit that material, it’s necessary to consider the parts of the equation that precede and follow the production step. ...

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