Skilled marketing execution—the competent, rapid delivery of marketing projects, ready when needed to generate sales for your company, is the most important part of your marketing program . . . Marketing managers often overlook the most obvious causes of failure in ads, mailings, or other marketing programs. Follow these eight basic steps, and you'll prevent the most common causes of failure . . . Your company doesn't need branding. It needs sales. Branding doesn't lead to sales, and it's the least important goal of your business-to-business marketing program . . .