One key to meeting the needs of modern buyers is to ensure that your company's sales, marketing and service departments are on the same page, writes Yusuf Tayob. "This can involve the alignment of marketing, sales and customer service leaders around the same objectives and using the same metrics to guide behavior and award bonuses," Tayob writes. Other critical steps are to make the customer experience as compelling as possible and to improve your hiring and onboarding procedures, he writes.

Related Summaries