Ian Altman interviews Susan Thomas, CEO of Tenfold, an integrated communications firm specializing in deep tech B2B clients. Susan discusses common mistakes in integrated communications, such as focusing on budget over results, choosing vendors based on brand size rather than expertise, and negotiating by the hour or retainer. She emphasizes the importance of measuring results, including media response and web traffic, and the need for clients to be ready with assets and a dedicated team. Susan highlights Tenfold's unique guarantee of results and the importance of investing in expertise for better outcomes.