Credo’s monthly marketing bulletins are 4-page executive briefs. Each bulletin is a tight synthesis of information along with insights about what the subject means to your business. Credo relies on a combination of qualitative research, quantitative research and desk research to produce these briefs and each is designed to focus the executive’s attention on an important marketing matter.

This bulletin examines the importance of ensuring that all of the elements of sales and marketing initiatives are developed in concert with one another. It offers concrete examples of the process that leading edge companies are using to test for congruence among sales and marketing initiatives to ensure success.