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Have All of Your People Talk to My People

Everyone is now in Marketing, Sales and Service

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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More Stories By John Ryan

John is an experienced leader with a strong background of defining and executing company strategies. He is especially skilled in channel management, market analysis, brand marketing and selling technology products and services. He has successfully served in a number of executive positions and has been in management for 20 years. John is currently writing a book on increasing revenue generation. He has been a co-author of a comprehensive marketing methodology for high tech companies and has helped venture capitalists and private equity firms gauge their technology investments. In 2004, John served as Vice President of Marketing for the NA arm of the $6B IT Services division of Siemens, AG. John served on the board of directors at WebTrends, purchased by NetIQ (NTIQ) for $1 billion in 2001. WebTrends was highly successful dominating the web site analysis and reporting space. Prior to WebTrends, John was the Vice President of Marketing for Tivoli Systems. John has worked as a contracted consultant for established companies, start ups and top analyst firms. John can be reached at john@johnwryan.com or you can follow him on Twitter @buyersteps

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