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

RFID technology in the lift tickets track the locations of skiers and their friends on the mountain, and their times on the various runs. Jive Software (one of my clients) recently launched a marketing strategy around the idea of workstyle — the equivalent of lifestyle for the workplace. Owned media can be used in B2B as well.

Media 8

Media B2B Disintermediation Content 8

Harvard Business Review

AUGUST 5, 2015

Specious talk about disintermediation of salespeople obscures the real issues facing firms. In their buying streams, they expect the rep to orchestrate those interactions purposefully, and efficient coordination of these interaction points must be reflected in an effective 21 st -century go-to-market strategy.

B2B 8

B2B AIDA AIDAS Disintermediation 8