I’m honored that I was invited to join the Research Advisory Board of AC Growth last week. I accepted for a couple of reasons:

• I’ve known Mike Cooke, one of the principals in the company, for a number of years. He’s one of those rare individuals who can make things happen. He’s smart, honest, and a sincerely nice guy. I have no doubt that Mike, along with his colleagues Rachel Ashkin and Michael Rochelle, are building what is sure to be a highly successful venture.
• AC Growth focuses on research in sales and marketing. The company aims to “provide the research and guidance you need to create and execute market-changing sales and marketing strategies to achieve revenue targets.” Sales and marketing are areas of interest to me, especially in relation to Web-based businesses. For the longest time, Brandon Hall Research, like many companies, had a field-of-dreams approach to business. “If we build it, they will come” we thought. I recently realized we were naïve. Effective sales and marketing strategies are crucial for success.

The sales and marketing business functions are undergoing significant changes right now. Many of the practices that worked a couple of years ago are increasingly obsolete. New technologies have appeared that are revolutionizing how organizations reach their customers and respond to their needs. Through AC Growth’s research, I expect to learn the very best practices in these key areas.

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