At every point of customer contact, the loss or misapplication of data can turn a sales opportunity into a lost opportunity. But when the marketing database is created and maintained correctly, the full potential of one-to-one marketing can be realized, as can the synergy between the marketing department and the sales department. The sales team gets sites it wants to sell to, titles that are of value and prospective clients who are receptive to viewing offers for a particular product or category, while the marketing department fulfills its role in delivering well-qualified leads to sales, with a system that does so reliably over the long term.
Kermit Yensen is CEO of Massini Group, an Oregon-based direct marketing company that provides sales-funnel acceleration solutions. He can be reached at (503) 640-9800 or via e-mail at firstname.lastname@example.org.