Today more than ever for any company, cost optimization has become a dominant imperative, and in many cases, it is the only way to improve or simply maintain, operating profit. In a situation characterized by stagnant demand, where it is very difficult to increase revenues, cost containment could be the ideal strategy for companies to achieve a profitable result at the end of the year.

At the same time we are witnessing profound transformations taking place in all markets, some caused by the pandemic, others already in place for some years, especially in the advertising and sales sector, or more generally in marketing activities.

The keywords that in the last decade have had a disruptive impact on marketing are in my opinion two: digitization and globalization. Digitization, through its very rapid technological evolution, has upset traditional methods of communication by creating new channels and new forms of connection with the public. I am not referring only to social media, but also to the very recent video conferencing platforms that exploded as a result of the needs imposed by social distancing but which in reality had already taken their first steps even before the advent of lockdowns.

Globalization has found in digitization a perfect tool to expand to every corner of the world, and, although temporarily slowed down by the pandemic, it is actually continuing to make its effects felt thanks to the increasingly widespread e-commerce platforms that are allowing many companies to continue exporting their products abroad. This scenario involves a radical transformation in the figure of the traditional seller, who can no longer exempt himself from the use of new communication and connection tools with his customers.

Webinar, Call, Challenges, Elevator Pitch, Storytelling: they are not only elegant IT terminologies or fashionable Englishisms, but they are also effective and indispensable means to be used to reach new potential buyers, to increase the reputation of your product or to launch your own startup. The answer to the need for cost containment and the simultaneous use of new communication techniques can be what I propose as an expert in "Modern Marketing", that is the figure of a salesman who also has the skills to be able to carry out in total autonomy and with qualified professional.

It is certainly not a traditional and easily available profile. Typical skills of an expert salesman are needed together with computer skills, i.e. you need to know how to interpret the needs of your target audience and also know how to use professional graphic tools. We know that what is explained is important, but it is perhaps more important how it is explained. The advantage for the company is twofold since an operational benefit is obtained (creating the advertising material in-house allows immediacy and speed of execution) and an economic benefit (the realization cost can be merged into the success-fee of the commercial result).