Marketing: The Basics of Researching Your Target

The marketing director of a New York law firm told me about a meeting with the general counsel of a Fortune 50 company. His department had produced an advance briefing document for the lawyers, with details about the company and the people who would be involved. The marketing director participated in the interview and told me of his embarrassment when the first question asked by one of the partners was, “So, what were your revenues last year?”

Originally published June 23, 2015
Last updated May 16, 2019
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