magine this scenario: You’re the Channel Marketing Director. Two months ago, you company attended a new exhibition where you had splashed $100K in sponsorship, booth and marketing gizmos. You also spent $20K in co-op with two of your largest partners also present at the show. Fine, you’re a marketer and your job stops there. Wait a minute… your Vice President of Worldwide Sales knocks on your door and asks you to justify this cost (a bit late, right?) because he’s got pressure from corporate. Well, your initial response is to justify this cost by “increased brand awareness” reasons and when you saw him frown, you talked about leads that his sales team did not follow upon. Tell me, does this sound familiar?
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