Harvard Business Review

AUGUST 15, 2016

Digital commerce and disintermediation have caused many customers to question the importance of having a sales relationship at all. They contribute tremendous value to their organizations through their market insights and direct communication channel with customers. Great brands avoid selling products.

Brand 8

Brand Disintermediation Price Long-term 8

Harvard Business Review

OCTOBER 10, 2014

Marketers often distinguish between paid, earned, and owned media. While the strategies are different, the goal is the same — to generate awareness and engagement. If you want to get ahead, and stay ahead, you need to rethink your owned media strategy. Marketing Media Social media' Owned media can be used in B2B as well.

Media 8

Media B2B Disintermediation Content 8

Harvard Business Review

AUGUST 5, 2015

This is a big transition for firms whose marketing, sales-training and enablement tools, and wider organizational processes reflect outdated assumptions about purchasing in their markets. That is, core solution-selling and account-management skills still matter. Buying is a continuous and dynamic process.

B2B 8

B2B AIDA AIDAS Disintermediation 8