Where Have All the B-to-B Direct Marketing Generalists Gone?

When I tour B-to-B catalog companies today, I’m struck by something I find pretty remarkable. There are precious few people in any company today who really know, in a balanced way, what’s going on.

Sure, we have product wizards, catalog-production experts, paid-search experts, outbound- telemarketing managers, fulfillment/ERP experts, etc. But where are the people who have the whole, integrated, balanced view of how the business runs? Where are the experienced direct marketers who can review, evaluate and assess investments across the various needs of the business? Look around your own organization and find those people because they’re worth their weight in gold!