Speaking Out: Marketing to Win

Preparation goes a long way to developing a winning marketing strategy.

I learned the importance of shared objectives early in my career when I was trusted with the largest product introduction of the year.

I led the efforts on all aspects of a product introduction you would expect. We developed sales literature, training modules, demo kits, merchandisers, a website, an internal sales spiff, distributor promotion, and a Total Cost of Ownership tool that dollarized the value versus the next best alternative. We had beta sites and user testimonials; we di

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