Sometimes you can't win the customer battle until you win over your salesforce. Every piece of marketing has to be based on the values of that audience or the corporate objective is just relieving itself into the wind. Building the tools and creating the value proposition that makes your salesforce feel the centre of your universe is critical. But you mustn't let that focus distract you from your customer promise, to also treat them as the centre of your universe. It is a multi-tiered strategy with segmented communications at each level.