Although a business might provide excellent technical content, it is important to remember to be a business first, and a content provider second. A business that provides technical content still must be successful enough at marketing to attract customers. Too often, there is too much focus on technical aspects, which can hurt business if there is not also a focus on marketing. The company should focus on developing a uniform sales strategy.

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Marketing: The Channel’s Barrier To The Multimillion-Dollar Bottom Line – CRN