'The lightbulb went on': How AT&T shifted its business marketing strategy

May 12, 2017
About a year and a half ago, Steve McGaw, CMO of AT&T Business Solutions, started to notice something. AT&T (NYSE: T) had shifted its business dealings toward a more service-based holistic approach. But the marketing lagged behind. “Here was the situation we were facing 18 months ago: We had a big variety of services we...
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