|By John Ryan||
|November 8, 2010 10:51 AM EST||
Congratulations. Everyone in your company is now in marketing, sales and service. They may not reside in any of those three departments and they may lack in specialized skills, but they can create a bridge of trust which is smart marketing. I recently wrote a white paper called The Digital Buyer. The document posits that buyers have changed in regard to their buying process over the last twenty years. This change is driven by technology and socioeconomic forces.
Buyers are more sophisticated than ever and they desire the most relevant information at the exact moment it is needed. For many, time is their most precious currency. Providers have a responsibility to stop depending on the centralized control models of the past and to strategize toward a more distributed communication culture that leverages existing relationships. It’s true that some parts of an operation need to be separated from other areas and managed by specialists. However, managing relationships is a bit like managing applications that are stratified, it’s not the domain of the simple-minded. It requires a well thought out strategy reflecting the buying process and layers of trust that help the buyer progress with the appropriate provider representative.
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