chapter  7
41 Pages

Putting it all together: the integrated multi-channel model

T oday, scores of leading companies have built integrated multi-channel models and – you heard it here first – hundreds or thousands more will jump on the bandwagon in the next two to

three years. The integrated multi-channel model has become the

Holy Grail for sales and marketing executives, the ‘end game’ of go-

to-market strategy to which an increasing number of companies

aspire. The reason is simple. It’s an enormously beneficial and bat-

tle-tested, proven approach in which multiple channels work coopera-

tively in the sales process to increase profits, revenues, market

coverage, and customer loyalty, all at the same time.