Digital Relevance: Developing Marketing Content and Strategies that Drive Results by Ardath Albee

Author:Ardath Albee
Language: eng
Format: mobi
ISBN: 9781137452825
Publisher: Palgrave Macmillan
Published: 2015-01-05T14:00:00+00:00

• The villain is the problem that gets in the way of the goal or objective. Depending on the type of solution you sell, the villain can also be the options, other than your solution, for solving the problem. This doesn’t necessarily mean competitors, although it could. It means options other than choosing the type of solution you sell or choosing to do nothing. One example could be choosing to use manual tools, such as spreadsheets, rather than technology to automate a repetitive process. The villain, or antagonist, could also be a stakeholder who is a strong opponent of the solution and remains steadfastly against helping the hero achieve consensus. This last scenario will most likely play out during late-stage involvement of the hero and the buying committee with your sales team.

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