DIGITAL digest

Waleed Ashoo talked about the enduring topic of connecting and partnering with advertising and marketing agencies. It begins with the "Selling to VITO" approach of super sales guru Anthony Parinello. Once you reach that "Very Important Top Officer," the strategy is to partner with the agency—being an educational resource for them on ways to reach and interact with target audiences, and to have some "skin in the game" so the relationship is truly a partnership.