8: Mending Marketing Misalignment with Influence Charts w/ Shane Lennon

Selling is simple, in concept.

Just understand your buyer, and you should be well on your way.

But how do you really understand what makes potential customers tick? What influencing factors will play into them making financial decisions that happen to include what you offer? How do you determine if your product or service is even the best for this client?

Shane Lennon—the Chief Marketing Officer at Digital CMO—has faced these tough questions before and has come up with some methods for mapping the factors that influence customer decisions.