The old style of business was split into three primary areas: Manufacturing, Sales & Marketing, and Research & Development. But in practice, R&D was too far from the front lines to provide any effective support . . . This left sales & marketing without the vision to capture the customer’s imagination. So, market battles devolved into manufacturing slugfests where pricing was the main point of differentiation.

The structure for a modern B2B technology business splits into four areas: Operations, Account Management, Corporate Marketing, and Product Marketing & Development. Operations is similar to the old style’s manufacturing . . .

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