In business-to-business, the days of selling and marketing features and benefits are long gone. For the dog and pony sales engineer, this was a heck of a jolt. For marketing teams pushing ads and developing sales materials to out-feature the competition, it changed their worlds. Commoditization has set in for some time, even in some of the most sophisticated considered purchase environments.
Sourced through Scoop.it from: marketinginsidergroup.com