Marketing+sales: Which way to go?

The article explains how tough questions facing the printing industry can be addressed through three components: assessment, challenging the gaps, and support. First, it is important to assess one's current situation, examining where one is as an organization and what it is that one does well and what areas need improvement. One should take a brief time out to determine where one has been, where one is now and where one desires to go. After assessing the situation, one should determine what gaps exist between the present situation and the future goals. One should focus on areas one wants to improve. One should develop a plan to bridge the gaps and, in turn, make one's business more effective. One should specify what, how and when one is going to do things.