Tools make it possible, but people make it happen
from By Randall Craig
If there has been one significant change in the area of marketing and engagement, it is the almost complete ubiquity of "programs." Some of them have names everyone knows like Facebook, LinkedIn, Twitter and YouTube. Others have names like Salesforce, Marketo, Dynamics or iMIS. Yet despite the great fanfare from these systems, why do their promises rarely materialize? The biggest obstacle to solving the problem is not the lack of software, but the lack of buy-in from staff.
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