How can you push decision-making closer to the ground while still ensuring that team members make the right decisions? Doctrine, a concept borrowed from the military, offers a powerful way to exert influence without centralized control.
Does the funnel still work in a digital, social, mobile age? The funnel and Customer Decision Journey aren’t going away, but the buying process is no longer linear. We need new models of customer engagement that allow us, as marketers, to enable and empower, not just persuade and promote.