Can Customers Tell the Difference between Advertising and Content?

One of the continuous changes we are seeing in business today is the shocking transformation of the selling process in both the B2B and B2C ecosystems. 

In a world of 24/7 social media, where access and exposure to advertising, marketing information, content-based marketing activities, and other information managed through marketing automation systems is infinite, business leaders need to understand and embrace every tool and insight possible to gain competitive advantage.

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There are hundreds of business acumen lessons learned by participants in a well-designed and executed learning journey.  How to understand strategy, financial management, managing the supply chain, forecasting, and capital budgeting are just a few of the big ones.

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Last week brought an end to one of the most iconic brands in American industry history, The Great American & Pacific Tea Company which owned retail grocery stores under the brand names of A&P, Pathmark, Super Fresh, Waldbaums, and Food Emporium.  The retail food industry is a very tough business and it can be considered a highly commoditized business.  Last week, I published a blog titled “Applying an Advanced Business Acumen Perspective to Commoditized Markets” which shared new frameworks and ideas about how to compete successfully in highly commoditized markets like retail food. Sadly for consumers, the death of A&P is a story that fits into this framework and can provide interesting and useful business strategy lessons and the application of Advantexe’s Commodity Quadrant Tool which we provide to our clients and readers of this blog (Download the Commodity Quadrant Tool)

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Over the past few years, many business organizations have evolved their selling approach by moving from a “Consultative Selling” approach to “Challenger Selling” approach.  A Challenger-type sales person is supposed to deeply understand and “challenge” the customer’s business approach by presenting solutions that customers don’t know they need yet.

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