A sales portal is one of many tools that can be used to help transform a business, especially a consumer packaged goods company. In this article, key structural and functional elements, as well as the advantages of implementing and effectively using a sales portal, are discussed.
Audit Your Message Strategy by Answering Three Questions Lawson Abinanti
Most companies create a new marketing plan every 12 months. At the same time, they should audit their message strategy to stay on top of competitors’ marketing and to have confidence that they are delivering the right message to their market. 記事を読む
The Seven Deadly Sins of Software Marketing Joseph J. Strub
Huge amounts of money are spent on marketing collateral—you need to ensure that you get your money's worth. This article discusses seven common mistakes made when developing software marketing collateral. Read on to see if you need to repent. 記事を読む
Conviction is the Intangible in a Successful Positioning Process Lawson Abinanti
You need conviction to skillfully handle the inevitable criticism during the positioning process. Otherwise, you're likely to try something different every time someone challenges you. This doesn't need to happen. Adopt a positioning process that includes an evaluation criterion. 記事を読む
A Positioning Process Helps Product Marketing Managers Do More Lawson Abinanti
Because product marketing managers constantly juggle competing priorities, companies should consider implementing a formal positioning process as a way of cloning their product marketing managers. Rationale documents and message strategies become vehicles that transfer product knowledge to marketing and sales. 記事を読む
The Role of PIM and PLM in the Product Information Supply Chain: Where is Your Link? Jim Brown and Bob Gallagher
Diverse groups have been discussing PIM from the perspective of data synchronization and syndication, product lifecycle management (PLM), and enterprise publishing. Each of these product categories includes the management of product information, but each uses product information for a different operational role. 記事を読む
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