About the Contributor

Contributed by Laird Rawsthorne, Ph.D.

• Four Steps to Driving Value via Customer Engagement and Advocacy (Or: Putting the Relationship Back in Relationship Marketing)

  CONTENT TYPE: Article | ELEMENT: | TOPIC:

  Over the past 15 years, business-to-business marketers have focused on the pipeline—leads converting to opportunities converting to wins. The reason ...