Chapter 17 - Be a Partner - Understanding the Difference Between a Contract and a Partnership
As I asked questions about partnerships in digital marketing; partnerships between a brand and its' digital marketing vendors, partnerships between employees and employers, partnerships between C-Suite peers I learned there's a big difference between a contract and a partnership. Throughout commerce history, a big part of business success relies on the quality of the relationship between a business and the services or products needed for that business that comes from other pa
Chapter 18 - Be Integrated - When Everybody Clicks
I struggled with where to put this chapter, at the beginning or the end, it could have belonged in either place but I choose to put it at the end because so much about becoming integrated has everything to do with understanding the other elements of the research results. Being partners, leaders, evangelists, students, researchers, strategists, analysts and influencers are all necessary to becoming integrated. As digital marketers we have some very big problems to solve. How d
