You may use the work for your own, non-commercial, and personal use; any other use of the work is strictly prohibited. We rose to the challenge and reduced the 13.5 percent to 12.0 percent at the end of the year and achieved the revenue target.
BUSINESS BUSINESS
After a year of sales and product training, I found myself in product management, but eventually returned to my sales goal and joined the Chemical Division of Quaker Oats as a technical representative covering five states. After several years of sales and promotion to district manager, along with several years of road warfare, I got my first big break – the position of national sales manager.
Why Is It So Tough to Sell Today?
Several other positions followed in the next few years at smaller firms, as director of sales and marketing and finally vice president of sales and marketing. Along the way, I spent most of my time in the field with our salespeople and customers; I was really a salesman even though my title had changed.
Sales Experience Matters
How do you think customer relationship management, or. the now infamous CRM, was received by sales. There are millions of salespeople in the United States, as counted by Sales and Marketing Management magazine.
Customers Don’t Want to See Salespeople Anymore
To do it right, we need to start from the seller's perspective. Any new system that doesn't start from this perspective in B2B is doomed to failure as somewhere between 55 and 70 percent of CRM implementations have failed.
The Value of a Salesperson to Buyers
Time Is the Saleperson’s Enemy
Three Calls per Day Is Now the Norm
Communication Clutter Is High and Getting Worse
To sell, you must first be heard, and the traditional role of marketing communications has been to try to loudly announce to potential buyers why they should see the salesperson. Now it's hard to even get to the ear of the buyer, let alone actually be heard.
Awareness Does Not Equal Behavior Anymore
Here's a test: try to remember more than one or two messages you received yesterday. Our problem is clear – for both salespeople and marketing: how do we break through the clutter and be heard by our current and potential customers.
The Buying Process Is More Complex
Today, technology companies will tell you that in addition to the IT group, you also need to satisfy application users, finance, procurement and even senior management. In larger companies, the team members charged with the buying decision may not even be in the same location or city, adding another complication for the sales team.
The Buying Process Versus the Sales Cycle
The language we use to define the sales cycle and the buying process is quite different from each other. To improve sales effectiveness, we need to better align the sales process with the buying process of the target group.
Multiple Channels and Choices Are More Available
This compares to five in the late 1980s as documented in a McGraw-Hill study on sales call costs and productivity. No wonder sales and marketing costs, expressed as a percentage of company revenue, have risen dramatically in the past ten to twenty years.
Multiple Channels of Distribution
Competition Has Many Faces Today
Now the seller may not even be aware of the competitive forces and therefore cannot effectively fight for the order. More often than sellers want to admit, they have not made a compelling case for the buyer to change the product or business method currently in use.
Summary
There’s Hope
As a former sales manager, I can tell you that the secrets of sales success were traditionally wrapped up in salespeople and their effectiveness. If that were true, then sales success was all about the salespeople and how they performed in the field.
The New Sales Coverage Model
This list assumes, of course, that the product or service the company was selling met a market need and was reasonably priced. This environment gave me a sense of power and control in the company, an experience then common among many.
The Main Message of This Book
What This Book Is Not About
Sales Productivity Is Job Number One
Push too hard on one side of the equation and it affects the other side. A lot of effort spent on the revenue side affects cost, and also, cost cuts affect the revenue side.
The Four Customer Life Cycle Phases
Finding opportunities to up-sell or cross-sell and secure the customer relationship is best left in the hands of the sales staff. That is why there is such a big role for direct marketing in the customer loyalty phase; highly targeted and relevant communication can maintain the contact.
Do Not Cover the Market by Size of Customer
What is needed is information about the previous customer, verification of the correct contacts as many have changed, and then a targeted campaign to reactivate old customers. When the responses came back and we got an 8 percent response rate, nearly 30 percent of customers reported an annual freight volume of more than $50,000—the definition of an A customer, or large customer, assigned to a field sales representative.
Covering Large Accounts with Only a Salesperson Doesn’t Work Either
Well, despite the fact that I tried my best, I was unable to see everyone involved in the research, specification and purchase of our chemicals. All salespeople face the problem of not being able to see key decision makers and influencers – and it's not the salespeople's fault.
The Dark Side of Traditional Sales Coverage
It really doesn't matter to the customer why the sales person is no longer there. Rather, it adds to the breath and depth of the relationship customers feel they have with your company.
Building the Overall Customer Relationship
At the end of the year, when the customer test base was surveyed, most of them couldn't remember who made the last call (inside sales rep) and they felt much better about Shell. Note that this was not a replacement of an outside vendor, but rather a complement to an existing relationship that increased customer satisfaction.
Sales Productivity Shoots Up
But with so many traditional selling models, salespeople make a lot of calls that just aren't productive. They do this primarily because there is no other direct communication from the company to the customer, and they feel a strong sense of responsibility towards their customers.
The Positives and Negatives of the Three Direct Marketing Media
The main reason was that these eight salespeople now had more time to devote to more important potential and current customers; more time equals more income. The sales increase that began to manifest within six months far exceeded management's expectations, and the company quickly realized that by freeing up salespeople's time with insider support, they could deliver a rapid 20 percent increase in sales .
Direct Mail
Last year we worked with Sales Logix, a vendor of sales force automation software - their brands are ACT and Sales Logix. The company had a list of people who had viewed a web demo of the Sales Logix software—real leads, not just inquiries.
Telephone or Telemarketing
This assumes that the caller is fully qualified in the product or service and represents your company full-time. The first has been implemented in the past few years and has proven to be very effective.
What About Other Media?
This approach leaves a message on the target's voicemail or, if the person replies, has a voice interactive capability that allows for interaction. This new technique has been used successfully to obtain repeats for qualified magazine subscriptions and to leave a message that a direct mailing is on its way.
Public Relations
Second, if a geographic sales blitz is part of the plan, a local PR effort can be much more cost-effective than a similarly targeted advertising campaign. Response rates were significantly higher than expected and several respondents even mentioned the PR effort.
Advertising
Brand Responsive Advertising combines these two different perspectives to create an ad that achieves both. If you want or need to create advertising, use the brand's response as a guide.
Trade Shows
In fact, these names were the real cream of Comdex, and for the first time we will track and measure the sales opportunities that came from the show. As the reports started arriving on my desk, I had to wonder if we had been sent the wrong box, as the telemarketing group turned up almost no sales leads.
Seminars
Sending hard copies of the presentation on CD extends the value of the online seminar. The instructions will come from the audience, and tapes or copies of the presentation are valuable as offers for people not present.
Customer Relationship Management
In the new sales coverage model, the traditional resources and budgets must be focused on direct mail, email and telemarketing if you want to achieve ever-increasing sales productivity improvements. Of all the marketing and sales issues of the past few years, CRM has been the most written and talked about of all.
So, What Does the New Sales Coverage Model Look Like?
Nature of Product/Service Solution and Lead Time to Ship/Service
Degree of Relationship Desired/Needed Combined with Dollar Amount
The nature of the product or service requires that a deep and long-term relationship be developed between the customer and the supplier. Other contact media should be part of the overall mix as you determine the sales outreach model that best fits your market situation.
Developing the Proper Blend of Contact Media
Direct mail and phone calls will reach others in the account, and so there is a trade-off between contact impact and contact depth. Second, if you don't and your competitor does, there's a good chance the competitor will win the market.
The Start: Profiling and Targeting the Market
The head lifeguard was Ron O'Brian, the top diver at Ohio State, and in those days OSU had the best divers in the country. He laughed a little and gave me one of the best pieces of advice I've ever received: "Well, John," he said, "if you put your head in the right position, your body soon follows!" It's clear that Ron learned that the secret to a successful dive was keeping his head in the right position, which makes everything about this difficult physical movement seem easier.
Profiling: Where Are You Now?
We then used that information to push the sales group to sell this new product, in an effort to crack sheetfed printers that they previously couldn't sell. It sounds simple by today's standards, but in the late 1970s it was a new marketing process (at least at Bingham) and an effective linking of marketing to the sales group.
Profiling: The Process
It worked, as the sales team now had something new to talk about and a specific list of potential customers, with names and sizes of presses as a lead-up to their calls. This is typical, as marketing now takes a more active role in defining the best targets, rather than being the sole responsibility of the sales and product management group.
Industry Type
Because this is such an important piece of data, the sad fact is that in some cases a manual check of the code assigned to the customer must be done. Recently, we profiled the customer base of one of our clients, Fairytale Brownies from Chandler, Arizona.
Company Size
Therefore, to determine the size of the company, the number of employees may be a better benchmark. At the start of the profiling process, another company size choice must be made.
How to Profile
The second column shows the percentage of the customer base that these matches represented. In the profiles I have made there has never been one where no insight was given into the composition of the customer base.
Penetration Analysis: The Real Measure of Market Success
This assumes that the customer base has been reached through broad marketing and sales efforts. In addition, if the customer base has been acquired over a long period of time, the surveys can better reflect current market interest and thus provide more insight.
Targeting: Where Should You Go?
Inputs for Development of Target Markets
The competitive environment rather than the type of industry, in this case, now determines the description of the target market. This is especially true if the current description of target markets is too broad and/or is in the hands of the geographically minded sales force.
Segmentation for Communications
The fact is that, while expensive and increasingly inefficient, the sales call is still the ultimate method to communicate with high impact. If marketing communication is to achieve a measure of success in taking on some of the role of covering sales, it needs to know much more about the customer and the prospect.
The Critical Role That Segmentation Plays
Segmentation: Three Definitions
A few years ago, Martha Rogers and Don Peppers coined the term “one-to-one marketing”—a coup for them, as everyone wants to create their own language. Although the phrase "one-to-one marketing" has become standard in the marketing world, I believe this concept works best in consumer marketing.
Microsegmentation: Definition and Benefits
Product management may also express resistance if the segmentation approach is at odds with the traditional view of the market and/or with the way the company has grown over the years. Product groups segment the market through the eyes of the product - not the customer.
Microsegmentation Approaches
To accomplish this movement from a product-based to a consumer-based segmentation approach, there is often a need for education - from someone outside - about the benefits of this approach. Often when I work with clients in the marketing communications department, I find that they have preached this change to others within the organization, all to no effect.
Demographic Segmentation
Most companies are single-location companies, but generally as the size of the company grows, so does the specialization of the location. The remaining 20 percent is spread over the remaining three quarters, which almost always begin on the first day of the calendar quarter for their fiscal year.
Sales Cycle Segmentation
First purchase. Customers are not just customers; they remain in the sales cycle even though they have bought. The definition of first customer is "first purchase". The reason this category is important is because you may need to focus more on that customer the first time someone buys from your business in order to secure a second purchase.
Behavioral Segmentation
They can arrive by phone or on the website, among other channels, and it is important to record the media used for the questions. The sponsors invited many people to participate and registered the names of the participants in the company's database.
Competitive Segmentation
One of the best examples of indirect competition is the advent of the fax machine and how it shook Federal Express. Budget or lack thereof. Many times the competition for a sale is not the other solutions available, but rather the target company's inability to spend the money now on your product or service.
Analytical Segmentation
Recently. The customers who purchased most recently at the top of the list, down to customers who purchased the longest ago. Monetary. The customers who purchased the largest dollar amount at the top, down to the customer with the lowest income.
Need-Based Segmentation
What about capital equipment sales, where a sale can be in the millions and won't be repeated for several years or longer. This is the most predictive of the three elements in the RFM formula, so use it.
Job Functions or Functional Psychographics Segmentation
Customer Segmentation
The agency has a phrase for the impression the brand has in the market: it is called the. Although it was true that most people in the target audience knew the name AS.
Redesigning the
Over the years, B2B marketing communications goals have split into two camps on promoting the "brand." One camp defines the brand as the company—for example, IBM, Caterpillar, or HP; the other defines it as the product or service—in this example, computers, tractors, or printers, respectively. Experts agree that creating a brand and image (the personality of the brand) in the minds of the target audience is not only expensive, but also very difficult.
Inquiry-Generation Process
At the time, IBM's product group considered the mid-range AS 400 to be a brand in its own right among other products. Of course, the name of the company - IBM - was one thing, and to the surprise of many, ThinkPad was another.
It Takes Bundles of Time and Money to Create Brand Awareness
For me, it's a lot of money to spend and get inquiries that respond to bland, sweet or mysterious calls to action. Finally, there was the boring call to action of "for more information," followed by an 800 number.
The Crux of the Situation
The company wanted to cancel the rest of the schedule, which upset the regional manager and now Carl. There was no reason for anyone to respond, but the advertiser measured the effectiveness of the placement by the number of calls they received from an ad that was not created to drive a response.
David Ogilvy Said It Best
If an Inquiry Is the Destination, Then Planning Is the Road
Demand generation replaces brand recognition as the main goal of marketing communication and is one of the new foundations of B2B sales and marketing. This dominance was aided by the fact that separate marketing services firms represented each medium: advertising agencies for advertising, PR agencies for public relations, and direct marketing agencies for—you guessed it—.
Quantity Versus Quality
New product introductions where the target group is not well defined and/or the company must communicate to a large segment of the market to establish the product market presence. When the market or product is mature, the quality of the inquiry becomes the only criterion for judging success.
Offers Determine Why Most People Respond
If the product or service has a high price point (in the hundreds of thousands versus just thousands), tire kickers who can't afford the price will consume too much of the lead qualification and sales staff's time. It also allows for the proper resource allocation and processes to be used when inquiries are received.
The Offer Is Not the Product or Service
In fact, it is these individuals who are most likely to be the quality buyers of overall brand advertising efforts because they are more motivated by their current needs and not the advertising. The second reason individuals respond is that while the product or service is generally interesting, the offering is more interesting, creating a response of "I want it" - whatever "it" is.
The Role of the Buying Process
These responders will almost always call an 800 number, so these calls should be handled with care, as the real leads from general brand advertising will be found in the phone calls and not so much in online or bingo card responses. Here are three general offer categories to use when developing a good offer to drive response.
Inquiry Generation or Soft Offers
One guideline that can help is to ask yourself: Is the premium in any way relevant to the unique selling proposition or benefits of the product or service. Premium costs and fulfillment costs should be carefully considered in the campaign.
Lead Development Offers
The perceived value of the offer remains high for them, assuming they are genuinely interested in the product or service. The fact is that in B2B individuals represent the interests of their company; therefore, demand reflects the suitability or need of a product or service, not of an individual, but of a company.
Closing Offers
Not to be "romantic", the sales pitch is similar to saying "for more information" at the end of an ad. An important thought that we should always keep in mind is that companies never bought anything: the people in the company buy.
Multiple Offers
The intersection of the buying process and the bidding strategy is where you get great results. Outline the buying process for your target market segment and think of offers that would move the potential buyer from one stage to the next.
Inquiries Are Not Leads!
The company called these 3-by-5-inch data cards "lead cards." What a misnomer, because all that was on the cards was the name and address of business locations, plus often the name of the president, owner, or site manager. This kind of data isn't even a survey, let alone an actual lead, but rather a curated list of companies that you "suspect" might be interested in purchasing your product or service.
High-Yield Lead Qualification
For example, the definition of a lead customer in the office products business will be quite different from the definition in the machine tool industry. Sales Opportunity: A qualified prospect who wants to see a salesperson, is in the later stages of the buying process and wants to buy in the near future.
My Best “Inquiry” Story
It's twenty-two below zero and my car is frozen in the garage of the Hilton Hotel. If you like gambling, fly to Hibbing in winter: you may not come back.
Inquiry Screening
Outbound Media That Generated the Inquiry
Here is a relative scale (10 is best), based on my experience, for judging the number of leads likely to be found in the query pool generated from the standard outbound media. Obviously, each of these outbound media has different costs per thousand, and I'm not suggesting one of these channels over another on a cost-per-enquiry basis.
The Offer Accepted by the Inquirer
The accepted offer is a big indicator of the level of interest in the query. As mentioned, a company will often handle all inquiries in the same way regardless of which offer is accepted - a mistake, for sure.
The Response Media
The offer that the enquirer accepted is another indicator of interest and carries even more weight than the output medium you used to generate the enquiry. The response medium is not as indicative of the level of interest as the particular offer received, but it is more indicative than the output medium used.
Profile or “Sweet Spot” Fit
Import inquiries into the software and ensure inquiry records are enhanced with industry code and size metrics. The main reason is that some of the query records do not match the relevant company's records in the external database closely enough, so the software cannot determine whether the records "match". In most cases, unless it is a small business, the business is actually in the main database, but the software cannot match enough data fields to determine whether it is the same business or not.
There’s Great Opportunity for Improvement
The first was the printout of the research information and the second was a diskette of the same publication – this was at the time when journals started to become more electronic. If there's one area of marketing ripe for productivity improvement, it's sales or lead system research.
Lead Qualification
Inquiries Should Not Be Sent to Sales
Yes, that's right, on Saturday the sales person "qualifies" the old leads by just filling out the paperwork and sending it back. Because the inquiry is often at the beginning of the buying process, the sales opportunity to the salesperson is still far away, and he or she will most likely abandon the inquiry and move on to more "live action". Because the marketing department thinks the salesperson is now in contact with the principal, it stops any further marketing communication.
The Most Accepted Lead Qualification Criteria
For other products or services, the time of purchase may be twelve to eighteen months. What do you do with the other 50 to 70 percent who are engaged in the buying process but not ready for a sales call.
Lead Development Is the Key to High-Yield Lead Conversion
Note that much of the lead development will be done over the phone, and this medium is controversial. Agree with sales on at what stage of the buying process leadership should be handed over to the team.
Selling the Sales Group
As mentioned above, getting input and buy-in from the sales team is critical to implementing an improved leadership process. Unfortunately, your job doesn't end with handing over leadership to the sales team.
Sales Conversion
Marketing can measure activity, but to get results they need information from the sales group about what happened to the lead: a sale or no sale. When prompted, the sales group complains that this isn't their job or that they don't have time for it.
How Marketing Can Help in Sales Conversion
Another program that has proven effective is pre-written letters on the salesperson's computer that the salesperson can customize, print, and send. What's really happening in the new sales coverage model is that marketing is doing more sales-type activities, and sales will be doing more marketing.
Distributors, Business Partners, Et Al
All that is needed is the target's name and title, and the salesperson can initiate communication with a push (or should I say click) of a button. Your challenge is to find the specific activities that can make a difference in the sales conversion process to support the sales team.
Push” Marketing Should Decline as “Push/Pull” Increases
Only rarely did a manufacturer bypass the distributor and communicate directly with the end user (other than through advertising), as this level of contact was the preserve of the distributor. Much of the traditional distributor model suitable for the new sales coverage model relates to the nature of the relationship between manufacturers and distributors.
Two Classic Problems
Unfortunately, in the past, this wasn't a team effort, but rather a quick pass in the night, as marketing communications threw questions over the wall and sales picked up the few people they recognized or wanted to appeal to and walked away from the customers. the rest. The sales department's acceptance of its new responsibility to provide feedback to marketing is necessary for any improvements that can be achieved in the integration of sales and marketing.
The First Sale Is Just the Start
They stop buying for a wide variety of reasons, but as mentioned before, 68 percent stop buying because they just don't feel "loved" anymore.
Up-Selling/Cross-Selling and Creating Customer Loyalty
They grow by more than 35 percent per year and sell through catalogs to both consumers and businesses. In an effort to proactively increase their B2B sales, they hired a salesperson this year to serve their more than 4,000 local customers.
The Job Is to Get the Second Sale
The churn rate of first-time customers is high, so many opportunities are lost. Most companies don't track first-time customer losses at all, as the statistics are buried in overall sales figures.
Up-Selling
In the automotive industry, a factory shutdown was a big event and not one you wanted to be responsible for. This effort naturally requires a database of information about these people and the functions they perform in the organization.
Cross-Selling Is Harder Than You Think
Well, most surveys found that customers didn't feel the local utility had more credibility in home security than any other entrant to the market. Because they were new and underfunded in the marketing effort, they went under.
Achieving Customer Loyalty in B2B
Ironically, my loyalty to the agency was based on its work and the personal relationship I developed with Michael Schlosberg, and a lobster wouldn't change a thing. Second, group loyalty applies to a team of people who attend to customer needs.
Frequency of Personalized Communications Is the Key
Representing your business as a group of people can be good at building a foundation for loyalty.
Random Acts of Kindness
The Intersection of Customer Satisfaction and Loyalty
The “campaign” was really an “event” as the period it covered was generally short (e.g. three months) and certainly no longer than the company's fiscal year. Essentially, these tactical campaigns were often detached from the natural biorhythms of the market.
Campaign Planning and Execution
The marketing activities lived within the company's artificial accounting periods and had no direct relationship to either the normal sales cycle of the product or service being sold, or the customer buying process. What follows is a new approach to campaign planning based on the imperatives of the new sales coverage model.
Direct Marketing Leads the Planning Process
When the list arrived, a direct mail piece was thrown together that looked and sounded a lot like advertising. It's not about creating actual communications, as there are many books on direct mail creative, web design, and telemarketing scriptwriting.
The Four Elements for Direct Marketing Success
The agency was also in charge of creating, printing and sending this part of the direct mail, and since the people at the agency were not direct marketers, they often sent out a self-mailer without a letter or offer. Instead, the chapter presents a step-by-step process to help you develop a direct marketing campaign and turn it into sales.
List (50 Percent to 70 Percent of Success)
That brings us to the next question: What should the new campaign planning and execution process be to achieve greater results and properly integrate with sales.
Offer (20 Percent to 30 Percent of Success)
Sequence and Frequency of Contact (15 Percent to 25 Percent of Success)
If you call first, you will be able to determine if the individual on the list is still with the company and in the same job. Although the situation is not as bad in the United States, there is a decline in response rates in August.
Creative (10 Percent to 15 Percent of Success)
It's not that creativity isn't important to communication; it's just that other elements in the campaign are more important. Poor creativity can sink a campaign as quickly as anything, but this element must be considered pragmatically in the context of other elements.
The Intersection of the Buying Process and Campaign Planning
The bad news is that most agencies think first about creative execution rather than other elements. I say "offers" because when planning a campaign to consider the entire buying process, it's usually necessary to have multiple offers that interest individuals at different stages of the buying process.
Budgeting
Based on this margin, how many sales would it take to pay the entire cost of the campaign. Remember that the sales required to achieve the result are not a goal or objective of the campaign.
The Campaign and Creative Briefs
That aside, the point of presenting all these budgeting approaches is to arm you with practical tools to make the budgeting process more at-stake-based versus old and badly out-of-date budgeting systems.
Campaign Plan (Outline)
Measurements of activities and results: What measures of success will be tracked for both activities (response rates) and results (sales) and the time frame of the measurement. Here's the problem: most creative people aren't familiar with most of the products or services sold to other businesses.
Creative Brief
Essentially, what will move the audience from the target stage of the buying process to the next. How will the success of the campaign be measured? While response rates are important metrics on the sales journey, they are not a sufficient measure of success.
Testing
Case Farm Equipment demonstrating the importance of supply and its impact on response. If all the previous procedures seem too difficult and slow, a focus group can be used to "test" the offer and even the creative.
A “Case” Story
To everyone's surprise, the offer that the client (a man who had never been an office manager) felt was the best was the least preferred of the three offers among female office managers. Upon returning the survey, the respondent would receive a coupon for a free family portrait at Sears—no strings attached.
Flowcharting
The only way to find out what works is to ask the client, not the client or the agency. We are far too close to the situation, and besides, we are not the buyer.
Flow Control
Calculate the number of leads that can be followed up by sales back to the number of inquiries to be generated and all the way back to the number of mail or phone calls. Only later does anyone ask if we know how many sales or revenues are associated with the campaign.
Setting Up the Back End
First, you capture the interest of the individual and can therefore start the sales process immediately. This helps to ensure you the highest possible lead qualification rate, and you will definitely beat the competition.
Postmortem Campaign Analysis
Unfortunately, most systems in the telecenter and the web in general are not connected to the database, so the "registration" can be partially manual. The main benefit of the planning process is the commitment of the sales group, product management and distributors to the plan.
How to Build
It's not a pretty sight for those of us who evangelize the database marketing strategy. Too often, the emphasis is either on the "database", with the result that little marketing execution is done;.
Your Company’s Database
For business marketers who have attempted to develop a company's database, the experience has typically begun with high expectations and enthusiasm that then degenerate into disappointment and partial results. So the march to real database marketing continues, and this chapter will help those who have already started this process and provide initial guidance for those who are just starting to build their company's marketing database.
Where Are Most Companies Today?
Now that I've got your head bobbing up and down, you're probably thinking about another job within the company, or even a complete career change—and if you're just starting to build a database, you're probably looking for the nearest exit.
Establishing What Data Should Be in the Database
Customer Information
For most databases, an indication of the type of location (head office, factory, research laboratory, etc.) is also important. In addition, a link must be established for multiple locations or divisions of the same company.
Other Standard Demographic Data
If the sale of your product or service needs to be budgeted by the prospect, then knowing the fiscal year can be of great importance, as the budgeting cycle will depend on the fiscal year. If the business is not a C corporation, then the fiscal year must begin on January 1 to align with personal tax periods.
Relational Demographic Data
Outbound Communication Flags
Stage of the Sale or Buy
The outline of this buying process may not be similar to your situation, but going back to the plastic raw material example, the selling process and the buying process can really represent the same sale. Marketing and sales communication based on the buying process is much more important and powerful than that based on the company's sales cycle.
Response Behavior
