I think of this as my most important "sales transition" column as it maps the underlying issue that is driving the whole transition. It's not about new technology. It's not about adding the latest cool on line product to your sales offerings. It's not even about keeping up with the future.
It is about the fundamental shift in what marketing is, as we move from marketing that presents messages to a targeted audience, to marketing that engages individuals in interactive experiences.
If you develop your media products, promote your media, and manage your sales staff with this fundamental shift in mind you will be successful in the future.