Alisa Gilhooley
Take Our Brochures, Please!
I once worked in an industry where brochures were king. Glossy and resplendent with symbolic photos and copious text, these printed pieces ruled our marketing universe. My company created collateral about each of hundreds of products and services, features and functionalities. The team spent...
How Do You Really Have an Impact on Sales Effectiveness?
Early in my career, I inherited responsibility for marketing a financial product to corporations at a company far more invested in its consumer business. "Write some brochures and a presentation for salespeople to use," I was told, "and then focus on direct marketing." New...