WP#17: Commissioning an Influencer Program – What is the Cost of Inaction?
In recent months there has been much talk in sales circles about measuring the cost of inaction. A recent survey from CSO Insights confirmed that ‘No decision’ was now the single largest barrier to sales for B2B vendors. For an Influencer Identification program, typically commissioned by the Head of Marketing, what is the cost of inaction, making ‘no decision’ or putting the idea on the backburner until another quarter?
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