There are a lot of organizations that rely on face to face relationships to increase revenue. In manufacturing, especially if you are regional or specialized – the value of your network is particularly important. But often, as organizations that focus only on relationships start seeking growth, the role different roles marketing and sales play in the pipeline unfolds. Sales (the relationship)is a short-term player. The hunter, sometimes gatherer, who finds revenue now.

Manufacturing marketing, on the other hand, is out sowing opportunity for tomorrow and next month and next quarter. As digital media advances and demographics change, marketing takes an even more active role in building pipeline and businesses that rely on relationships, like manufacturing, need to shift their focus on building a modern marketing strategy to attract and engage a modern buyer.