ABSTRACT
229Today, scores of leading companies have built integrated multichannel 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 goto-market strategy to which an increasing number of companies aspire. The reason is simple. It’s an enormously beneficial and battle-tested, proven approach in which multiple channels work cooperatively in the sales process to increase profits, revenues, market coverage, and customer loyalty, all at the same time.
