So, what the hell are we talking about when we talk about the chicken and egg scenario? Well, let’s assume that the egg is marketing and the chicken is sales. Which comes first? Just as the chicken had to come from an egg, so sales will only come about by way of successful marketing. But that egg had to come from a chicken, just as marketing resources are only possible if your business has made the sales necessary to invest in them. Therein lies the conundrum: What comes first, how do you make sure you have both, where should your priorities lie, and what’s the process?
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