4 Reasons B2C Brands Need to Improve Marketing-Sales Alignment
Jun 27, 2018

4 Reasons B2C Brands Need to Improve Marketing-Sales Alignment

By Christopher Wallace, President, InnerView

There have been volumes written in recent years about the need for Marketing and Sales alignment in the B2B world. However, there is less buzz around this topic in the B2C world. The reasons why are numerous, but let’s focus on two concepts behind this: brands and consumer demand. Marketers in the B2C world are focused on building “brands” that will attract buyers based on certain characteristics. Marketing to consumers is much more about lifestyle than it is utility, so if...

A New View on Effective Marketing
Jun 19, 2018

A New View on Effective Marketing

By Christopher Wallace, President, InnerView

There is no shortage of marketing in today’s world. The messaging comes in all shapes and sizes. Subtle and overt. Paid and earned. From taglines to benefit statements, they’re everywhere. The messages are promises that a brand is making, and marketers are asking customers to believe those promises. What happens to the clever marketing if the people who represent the company, the people who talk to customers every day, don’t believe in those brand promises? What if marketing is setting...