John Coe

Having a CRM system doesn’t automatically mean you also have a marketing database. Despite what many marketers think, they are not one and the same. Chief Marketer recently talked with John Coe, president of Sales & Marketing Institute, and Jim Wheaton, co-founder of Wheaton Group, about why it is essential for B-to-B marketers to have both a CRM system and a proper marketing database. Coe and Wheaton recently launched a new co-venture, B2BMarketing.com, specializing in business-to-business data driven marketing.

By Russell Kern In interview after interview, I ask copywriters and account managers who are applying for a position with my firm, "What have you read recently?" Too often the answer I get is a blank stare. OK, maybe they didn't understand my question. So, I get more specific: "What have you ever read to give you the background necessary to be a direct marketing professional?" Again, in most of these situations their answers barely touch the wealth of marketing classics and up-to-the-moment marketing and business books available. This leaves me wondering: How can they become master craftsmen, if they never study the

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