Kermit Yensen

Kermit Yensen
Data Critical

A quality database is the key to building one-to-one business relationships Those who sell into business-to-business (B-to-B) markets see great promise in one-to-one marketing, a systematic approach to forming relationships with worthwhile prospects that builds on previous communications and delivers them to the sales team when they are primed for contact. However, many who have strived to make one-to-one marketing work in their B-to-B campaigns have been met with disappointment: too few leads, very high cost per lead and/or sales force resistance to lead follow-up. The marketing database is the most critical factor in determining the success of a one-to-one marketing effort, providing the

Four Sales Funnel Misconceptions

The sales funnel is the lifeline of your business, representing future revenue that will allow your business to grow and be profitable. It is the intersection of the responsibilities of the marketing organization and those of sales. It can be a vehicle for effective business development, or a battleground between marketing and sales personnel. Too often it is the latter. Here are four common misconceptions that contribute to this unfortunate situation. Misconception #1: A rented list is a good starting point for developing or enhancing a sales funnel. This simply is not true. While the rented list is the most common information source marketers use