The backwards search from spec to SKU | Sam Schwartz, Founder, Sierra Summit Digital | Ep. 17
Increasing share of wallet among existing customers is a huge priority for manufacturers and distributors. On paper it looks easy. In practice, marketing blames sales for not selling more into the base, sales blames marketing, and both blame IT for not prioritizing their stuff.
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Floyd Blaikie put a third suspect on the table: maybe neither is the problem, and the problem is actually data. She and Matt Johnson of Pivotree took that to Sam Schwartz, who took the data side and stayed there. Her position: the data is accessible. It's probably in your ERP somewhere, probably in a catalog…
The skinny
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