Education marketing programs have never been more appropriate, yet few mangers who market or sell ed tech products and services understand how to embrace them and have shifted their investments accordingly. The old methods of block-and-tackle field sales, cold calling, trade-show exhibits, and doing product demos have huge inertia. It seems that our paradigms blind us from new ideas, or fear and doubt hold us back from the commitment to investing in more meaningful and sustainable sales and marketing strategies. Many companies offer webinars and do other types of web-based marketing, mostly to demonstrate products or deliver a sales pitch. That’s a move in the right direction. But how does your channel strategy and marketing approach distinguish your company and your products in a crowded field with increasing noise level? I encourage you read the companion article on SellingtoSchools.com and to take 15 minutes to listen to host Glen McCandless with special guest, an expert on education marketing programs, Claire Erwin.