Both the sales and marketing functions have been significantly impacted by the arrival of the connected customer plus a new set of digital tools, devices and platforms.
Brand marketers and sales teams need to adopt to the new world order or risk serious business consequences. At its core, the change required is one of mindset. There is no prescribed path, so brands need to experiment and teams need to be in a constant learning mode.
Whenever one tries something new, failure is a very real risk. Yet, it’s not because we might fail that we should not act.