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Marketing: Steady as she goes

By Francis Moran

If there’s one thing more difficult than persuading technology company executives they need a well-researched, well-funded, coherent and integrated marketing strategy, it’s persuading them to stick to that strategy.

Now, I’m not saying that course corrections aren’t in order as market winds buffet and blow. But in the main, once a strategy has been properly developed, persistent and steady adherence to the objectives, messaging and tactics it sets out is essential if the company is to arrive at its desired destination — more leads, higher sales and improved revenue and profit.

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