Chris Koch

APRIL 10, 2009

For example, many companies carry out primary and secondary research and publish it; they may also use that research as the basis for an opinion piece that speculates, based on the research and the experience of subject matter experts, on trends in a market vertical. Is it only focused in knowledge intensive industries?

Thought Leadership 100

Thought Leadership B2B Thought Leadership Peer-to-peer Work Management 100

Chris Koch

APRIL 17, 2009

Obviously, not every account can receive the kind of effort we’re talking about here—where marketing does a “deep dive&# into an account through primary and secondary research , interviewing customers, determining the company’s strategic goals and the competitive issues it faces within the vertical.

Planning 100

Planning Process Work Management Verticals 100

Chris Koch

MAY 1, 2009

Marketers can use those contacts to start building a larger context—the business issues that cross functional, corporate, and vertical boundaries. Salespeople are best equipped and most motivated to understand the “now” of the account: what has already been sold to customers and what they are most likely to buy next.

B2B Thought Leadership 100

B2B Thought Leadership Cross-Selling B2B Sales Thought Leadership 100