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This chapter is excerpted from 'Seamless: Successful B2B Marketing, Selling, and Account Management'. A unique guidebook to B2B marketing and sales for practicing and aspiring managers. In Seamless: Successful B2B Marketing, Selling, and Account Management, the authors and 20 successful businesspeople share their practical experience and the valuable lessons they learned at the sharp end of branding, selling, and marketing. Expert opinion, academic theory, research, and practical advice are summarized with explanatory graphics and 'Dos and Don'ts' lists for each topic. Essential for students of business and managers of any size or type of firm, Seamless will educate and guide you through the marketing, sales, and account management process to business success.