What makes your company better than the competition? Amazingly, many executives can't answer that simple question. Business-to-business (b2b) companies, while historically good at sales, often struggle with successful marketing. In fact, what most b2b companies call marketing, is really sales support, or "little m". That's unfortunate, because in today's competitive marketplace effective marketing "Big M" can be a serious competitive strength. Of the four Core Competencies that Howard deems critical to playing the game at the Awesome level, marketing just might be the most difficult to master. This insightful session will demonstrate key concepts that will help companies achieve true success "Big M" with their marketing endeavors.