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Selling to wants is fantastic when a surging economy leaves people flush with discretionary income, but the spend-happiness of 2003-2008 isn't coming back soon, so any business looking to penetrate new markets better learn to position their product or service as a need. This is a serious dilemma for the green technology industry.
The green industry is graduating from its rambunctious infancy to its more goal-oriented toddler years, casting sales and marketing teams suddenly under the microscope of sobered investors searching for a scalable business model. If baby ‘Green’ is going to grow up to be just like its parents - Social Media and Cloud Computing - and match their “next big thing” realized status, some very different business backgrounds better learn to play together fast.
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