The backbone of traditional marketing has long been the 4Ps: product, pricing, placement and promotion. While these fundamentals still hold true, the Internet has changed marketing and the fundamentals we apply to it.

New and innovative online marketing tactics help companies build their brand and generate leads online. Some of the leads are ?hot? and ready to buy while others are long-term and need nurturing. To turn these leads into customers, marketing and sales teams must have dedicated and collaborative lead management practices.

This environment has brought about a need to complement the classic 4Ps of marketing with a variation called the 4Ts: target, tactics, transact and track. Implementing the 4Ts can help you get the most out of the Internet in your b-to-b sales and marketing efforts, and can help improve the alignment between sales and marketing within an organization.

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