Marketing Services Providers: Separating the Contenders from the Pretenders

Foley takes issue with a print shop that acquires a digital press and instantly declares itself a marketing services provider. Do they know data, and can they operate within the discipline of variable data printing? A digital press is a good start, he says, but not a means to an end.

In general, it's not only important to extend the messaging regarding your capabilities to your customer and prospect base, it's also vital to ensure that everyone in-house is attuned to what your organization is trying to accomplish. Keeping employees in the loop and part of the change that's permeating your organization can help to avoid the "this isn't the way things are done" internal protests.