Tedd Aurelius, a newly named VP of sales at IWCO Direct, spent three decades working at full-service marketing and ad agencies. He spent the bulk of his agency career at The Martin Agency, where he led notable accounts such as UPS, Pizza Hut, BF Goodrich and PING. Now that he is on the other side of the fence, Aurelius discusses how marketers, agencies and brand owners view print and direct marketing; effective sales techniques of the printers who call on them; and how print services providers can capture a bigger piece of brands' marketing dollars.