User:ShawnWiora/sandbox

In Marketing, The Tarnoff Principle states that for a modern view of enterprise sales processes, a change has occurred such that there is no longer a sales process, but a buying process. The principle is named after Howard Tarnoff who spoke about it in a speech on Sales processes in California in 2014.

Tarnoff's principle can be applied to various types of sales theories including CRM, Mass Marketing and Sales Compensation resulting in dramatic changes to how enterprise software companies apply resources to the sales cycle. The simple form of Tarnoff's principle is valid for many sales-related initiatives including social media and client engagement programs. More advanced forms may be visible in sales force compensation, sales force reductions and customer advocacy programs.