Three Things to Think About Before You Develop a Vertical Marketing Strategy
ANNUITAS
SEPTEMBER 25, 2014
'I was recently leading a Demand Generation workshop where one of the attendees asked “what approach they should take to develop a vertical or industry aligned marketing strategy.” Besides discussing the need to align strategically to the buyer, we did have a longer conversation where I cautioned against taking a vertical go-to- market approach. I have worked in companies in the past and with other organizations that have taken a vertically aligned approach to their sales and marketing, and rare
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