e tion dina oor art 10 c f Time for a time-out P The importanco We’ve looked at the Who, What and Where And you’ve got to design Plays that deliver of ABSD. Who do you want in your crosshairs? your insight to the right people across multiple What can you do to engage them? Where departments and channels. will you do it? Wherever this happens, a mix of channels will In the bad old days, a lot of the decision-making always outperform any single one. It takes total about the accounts to target and the individuals coordination and zero tolerance for silos. to profile was left to the new recruits. Now it’s a serious, strategic job for everyone right up Next up, we’re looking at scaling your sales to the top brass. development operation, equipping your people with the right tech, and measuring You’ve got to search for true relevance in your successes. your messages, which means knowing the difference between ‘thought leadership’ and real, customized commercial insight. 9494