By: Tim Riesterer There is tremendous power in programs designed to: identify and acquire new prospects; retain and expand current customers; develop and support the sales channel; and create brand images that truly help the company sell. If done correctly, these programs will have the cumulative effect of helping reduce the actual cost of selling by shortening the sales cycle and maximizing the effectiveness of expensive field sales staff.
By: Alan Hutchinson There are the Fortune 1000 and then there are the rest of us, the fortune 1,000,000 that run companies and businesses that have sales between $100,000 and $100 million. We do not have an endless stream of money for television advertising to establish a brand marketing strategy. Our budgets are modest. We need to produce measurable results for any business expenditure including investments in marketing programs. We need our marketing programs to provide quantifiable results.
By: Tim Riesterer When it comes to measuring the impact of marketing campaigns, almost all evaluations are still based on some type of attitudinal analysis. This approach assumes that attitudes and opinions lead directly to desired behaviors. There’s only one problem: No one has ever proven that “changing attitudes” actually contributes to a bottom line impact.A study of the measurements of the success of marketing activities.
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