If another client says “we need to take this to the next level” I’m going to shoot myself. The bottom line is that at the end of the day even if I go the extra mile I can’t for the life of me level set the conversation to ground zero let alone from 30,000 feet. Perhaps as an industry we need to circle the wagons and prioritize the tried and true, getting back to basics while pushing the envelop. Admittedly this a bit of goat rodeo but if we rally the troops and think outside box we can find the tipping point where content will again be king. I’m certainly prepared to belly up to the bar and do my share without fixing what ain’t broke. I hope we are on the same page here in saying that a little well-placed blocking and tackling will hit the nail on the head and we can all get down to business. Of course, the business at hand is a bit like herding cats requiring your best minds to collaborate synergistically rather than operating in a vacuum.

Dare I suggest that you make it your business to gather around the campfire at the ANA/BtoB Magazine conference called “Taking B-to-B Marketing to the Next Level.” I kid you not. They tell me if you order now you will also get more cliches than you can shake a stick at.

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