Why big company sales and marketing is wrong for startups
Chris GrannellTIC Group
Ambitious startups should resist emulating the sales and marketing practices of established companies if they want to succeed in new markets.
Managers working with startups and radically new ideas are often tempted by 'tried and tested' sales and marketing methodologies borrowed from products and companies that are already successful. Perhaps surprisingly, this approach is almost certain to fail.
Although the principles of marketing are universal, it's easy to forget that how they are applied is context-dependent. The same is true for sales. What works in established...