B2B Marketing Tip of the WeekWe’ve all been there:  A sales person or executive questions a marketing decision, and we react better than the best defense lawyer in town. Next time, let the defense rest and work to preserve the relationship instead.

Avoid long explanations about the decision itself, or cataloguing your credentials. Instead, look for common ground to move forward. Try to get at the underlying concern or objective—which may have nothing to do with a particular marketing tactic.

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