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Overemphasis on inquiries devalues B2B ad results
1. Inquiries are only the tip of the iceberg 2. Measuring only inquiries cause their value to degrade 3. Lower quality discourages Sales follow up

Prospect Development: The Giant Donut Hole in Sales & Marketing
Ineffective Inquiry Qualification & Development * The most-ignored activity in Sales & Marketing * The most-effective way to maximize your MarComm investment * The surest way to increase sales & profits
Deadly Sin #7: Sales Materials & Support Activities aren't dovetailed to optimize sales
Prospect Development must be a total team effort: Management and salespeople see things differently. But the prospect has an even different perspective: The prospect's interest in buying is rarely as urgent and intense as the supplier's is to make the sale.

Failure of HQ & Sales to Communicate Effectively
Sin #4 of the "9 Most-Deadly Sins in Sales & Marketing" is Failure of HQ & Sales to Communicate Effectively * HQ/Marcomm sees forests, not trees * Sales sees trees, not forests Perspective is everything in business and in everything we do. It's essential that Sales and Management agree on what's best for their customers -- and their company. They must start by agreeing on the best "Positioning Statement" they can make for their company. All messages the company conveys -- Mission Statements, Elevator Pitches, Ads, Websites, etc -- should all have their origins in the Positioning Statement. All parties must also agree that the Positioning Statement is the best message the company can make.

The 9 Most-Deadly Sins in Sales & Marketing
If business can be described as "war without guns" then Sales & Marketing are the military arm * Salespeople are the ground forces: Infantry, Cavalry, Armored * Marketing is Intelligence (Research & Market Data), Strategy, Planning, Artillery & Air (ads & promotion) Because most companies don't think of Business Development in these terms, they continually repeat the 9 Most-Deadly Sins listed below:

Other marcomm Related Articles

Failure of HQ & Sales to Communicate Effectively
Sin #4 of the "9 Most-Deadly Sins in Sales & Marketing" is Failure of HQ & Sales to Communicate Effectively * HQ/Marcomm sees forests, not trees * Sales sees trees, not forests Perspective is everything in business and in everything we do. It's essential that Sales and Management agree on what's best for their customers -- and their company. They must start by agreeing on the best "Positioning Statement" they can make for their company. All messages the company conveys -- Mission Statements, Elevator Pitches, Ads, Websites, etc -- should all have their origins in the Positioning Statement. All parties must also agree that the Positioning Statement is the best message the company can make.

Prospect Development: The Giant Donut Hole in Sales & Marketing
Ineffective Inquiry Qualification & Development * The most-ignored activity in Sales & Marketing * The most-effective way to maximize your MarComm investment * The surest way to increase sales & profits
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