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1. Principles Are Sound, Execution is Sloppy
   The text is helpful in informing the reader/listener about the value of re-engaging “dead” leads to collect revenue share with less risk (to the company). The problem is: When he’s explaining how to set up the functionality, the author breezes over the most in-depth parts of executing. “Just build the landing pages, connect it to their CRM, and SMS message their list!” If it were that simple, everyone would do it. For the uneducated reader, we need a more technical breakdown of the EA/SA/BA and digital stack that allows this. And it’s only a matter of a few years before companies have this model integrated internally and render these processes obsolete.

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