How has buying behavior changed in the last 5 years and how should marketing and sales adapt?
Marketing professionals like me who began their careers well before the Dot-Not Bust have seen a steady evolution with growing demands on what marketing should deliver – along with growing disappointment. Long gone are the days where a marketing VP or marketing communications director would focus exclusively on agency management to develop meaningless and expensive ego-driven advertising (i.e. Dot-Not “New Economy” ads) libraries of salesware and brochureware, and tons of tradeshows. Also gone are the days of relying on the voodoo of junk mail agencies to scatter thousands upon thousands of mail pieces per month (and random email spam) in order to generate a stellar 1.00017% response. Vast empires of marketing coordinators, traffic coordinators, event managers, inhouse designers, marketing communications directors and others were considered successful if they generated XX-thousands leads per year, depending on what the definition of a lead was at that given moment in time. During annua
