Too frequently, the marketing communications function is seen primarily as a support system for firmwide branding or general thought leadership. But when leveraged strategically, the communications ...

Account managers these days are often juggling between different applications and digital tools. This leads to data and intelligence being stored in silos. When it comes to account planning, a lot of ...

In the last few decades, with the spread of globalization, many companies expanded their businesses to operate globally at either the supply side or demand side—or both. Take the example of Jane, an ...

Customer-Centricity: It should revolve around the customer, addressing their needs, pain points, and buying behavior. Goal Orientation: Specific, measurable, achievable, relevant, and time-bound ...

At this very moment, your key accounts are researching various solutions and evaluating your products and services online—anonymously. They are the self-directed B2B buyers of the new digital era.