'Smart Change' at ACCM

Whether these smart changes are strategic or tactical, immediate or long term, they need to be tested in a calm and controlled environment. David Gaudreau, senior vice president of B-to-B media and services at Direct Media, summed it up nicely: “My main ‘takeaways’ from the 2009 ACCM were that those marketers who continue to prospect aggressively typically increase market share and, as merchants, you need to be looking at and considering all of your marketing assets as potential sources of new revenue.”