What Word Should you Use? Partner, Vendor, Agency, Trusted Advisor, Marketing, Digital Transformation?

We keep evolving words. Often instead of evolving the actual work, or the relationship. There’s a perfect scene in romcom The Proposal where the secretary is introduced as executive assistant. It reflects how companies have upgraded the few roles left, sometimes upgrading the authority and compensation with it. Business development is a useful expression when it encompasses more than sales, for example. In most cases, though, the word we used to use to describe a role or function is appropriate. Vendor or partner? A company that focuses on renewing an account is a vendor, not a partner, as David Berkowitz…


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