How do you "create a buyer?" Do you “create a buyer” or “define a buyer”? The rate of change has exponentially increased in the past decade and buying organizations (as well as selling organizations) are having a difficult time keeping up with these changes. With the volume of information doubling every two years, the global economy now demands that anyone engaged in selling activity deal effectively with these changes in a multicultural business environment. The key is to treat selling and marketing as two separate, but equal activities that must be in alignment to the buyer’s needs and wants. In this lively and interactive session, attendees will learn the key components of the marketing and selling systems and discover ways to align them with the customer's buying cycle. The end result will be a better understanding of how the sales and marketing functions can (and should) work together to attain top line revenue growth.