Think of your marketing as a short flight of stairs into your business. First, you help prospects understand the problem you solve, explain the solution you provide, establish your credibility, and motivate them to contact you. Step by step, you move them closer to a sale.

If you miss a step or two in the marketing and sales sequence, your prospects will stumble and won’t make it in the door to your business. If you mix up the sequence, prospects won’t take the steps you want them to take to become clients and customers.

Charlie Cook CEO Marketing for Success Old Greenwich, Conn.

Before it's here, it's on the Bloomberg Terminal. LEARN MORE