Overcoming the B2B sales/marketing chasm with Influencer Mapping

Gilmar Wendt, principal, GW+Co, introduces Influencer Mapping, a framework that helps align the sales and marketing functions, giving each more visibility on each other’s strategic goals and decisions, so that more of them may be shared.

In B2B, a purchase can run to hundreds of thousands of pounds, if not more, for a contract. It’s an integral, long-term commitment from a company and a much bigger ticket than the impulse purchasing of FMCG. Trust is absolutely key: purchasers needs

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