Sales and marketing has long suffered from a split personality. This is often described in terms of the hunter and farmer. The hunter persona generally typifies the traditional view of the sales professional that aggressively seeks out customers in a proactive manner and rules supreme when there is buoyant growth in the economy. The farmer [...]
Over the past decade companies developed an almost insatiable appetite for new customers. Meeting this need required more salespeople, campaigns and marketing. The irony is that most businesses would not have needed so many new customers if they could have kept more of those they had won. A whole industry has developed to meet the [...]
Sales and marketing has long suffered from a split personality. This is often described in terms of the hunter and farmer. The hunter persona generally typifies the traditional view of the sales professional that aggressively seeks out customers in a proactive manner and rules supreme when there is buoyant growth in the economy. The farmer [...]
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