You should NOT read industry publications if you want:
1) To be generic, unimaginitive, and non-recognizable when calling new clients
2) To not establish credibility when tying in your potential value to your prospect’s needs
3) To be clueless about how your solutions fall into the broader landscape of technology initiatives with your enterprise accounts
On the otherhand, you MUST read industry periodicals if you want to be credible or would like to discover leads before they become formalized leads (before an RFP is issued).
If a CIO Magazine article quoted a VP of Technology as saying their “acquisition of ABC company will require a focus on …