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Viable Vision: Transforming Total Sales into Net Profits by Gerald Kendall

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5

Marketing

“Marketing - Spreading the corn so the ducks will want to come to your field. Sales - Taking a gun and shooting the sitting ducks. If the ducks are not sitting in your field, don’t blame sales!”

In most companies today, you will not find marketing, according to my definition. Instead, you usually find a host of tasks such as sales support, sales training, advertising, collateral development, promotion, and others. Labeled as marketing, these tasks do not come close to accomplishing the vital role of marketing. Further, if the real problems of the markets are not addressed, the company ends up wasting its sales effort.

About 70 percent of companies today are constrained by the market. This means that if the organization had more ...

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