Fundamentals of b2b sales and marketing coe

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Fundamentals of b2b sales and marketing coe

  1. 1. !!!!!!!!!!!! "#$$%&! ! !"#$%&#(%)*+,-++ ."*/#**+(,+."*/#**+ 0%)*+1+2%34(/#5+ ()*+!,-!.)/! ! !!!!!!!!!!!!!!! ()*+!01213!4!,#53167)8/! 9)*+:$#53167)8/-+5! ,%&7*!;<=<!
  2. 2. 1. Why is it so tough to Sell Today!>*/!%#3*)&?6!@%7AB&)#+C!16!3*%3!*/!16!%!6%5/6$%+D!!EF+!3*/!75%6617!$%&A/31+B!C/G1+131)+!6%5/6!16!%!8%&3!)G!$%&A/31+B-!F+!3*/!&/%5!H)&5CI!3*/!6%5/6!B&)#8!%5$)63!%5H%6!C)$1+%3/6!$%&A/31+B!H13*1+!%!7)$8%+!%+C!16!3*/!8)H/&!6)#&7/!@/3H//+!3*/!3H)J-!!,%&A/31+B!1+2)52/6!3*&//!B&)#86K! =- L&)C#73!M!$%&A/3!$%+%B/$/+3! ;- ,%&A/31+B!7)$$#+17%31)+6! N- "%5/6! O- P.#63)$/&!6/&217/Q!!R)#&!$%9)&!3&/+C6!7%#61+B!3*/!@&/%AC)H+!PH*!13!16!6)!3)#B*!6)!6/55!3)C%QK!! 67 8"*(,&3*+$,#9(+:%#(+(,+*+*%)*;,;)+%#<&,3+ • ES3!5%&B/!7)$8%+1/6!H*/&/!7)+3&%736!%&/!+/B)31%3/C!%+C!7)$85/T!6/&2171+B!16! &/U#1&/CI!%!6%5/68/&6)+!63155!*%6!2%5#/J! • PV%7A!)GQ!31$/!16!3*/!6%5/68/&6)+?6!/+/$! • W#/&6!+)H!%&/!G%&!$)&/!/C#7%3/C! • >*&//!6%5/6!216136!8/&!C%!16!+)H!3*/!+)&$!PT!;<<!C%6!%!/%&Q! ! =7 8,&&"#/>%(/,#+>)"((3+/*+?/5?+%#$+5((/#5+:,3*+ • X/!6//!)&!*/%&!OI<<<!3)!YI<<<!$/66%B/6!C%15!PSC2/&3161+B!SB/Q! • F+!3*/!)GG17/!H/!&/7/12/!#8!3)!;<<!$/66%B/6!C%15!PL13+/!W)H/6Q! • EX/!*%2/!@/7)$/!%+!)2/&!7)$$#+17%3/C!6)71/3J! • SH%&/+/66!C)/6!+)3!/U#%5!@/*%21)&!%+$)&/! ! @7 A?+B"</#5+;3,>**+/*+&,3+>,&;)C+ • R&)$!%!61+B5/!@#/&!3)!%!C/7161)+!$%A1+B!#+13!H13*!C12/&6/!&)5/6! • >*/&/!%&/!$)&/!63/86!1+!3*/!@#1+B!8&)7/66!3*%+!1+!3*/!6%5/6!775/! ! D7 2")(/;)+>?%##)*+%#$+>?,/>*+%3+&,3+%E%/)%B)+ • ,#53185/!7*%++/56!)G!C163&1@#31)+! • .)$8/3131)+!*%6!$%+!G%7/6!PC1&/73I!1+C1&/73I!3/7*+)5)BQ!!S+!%2/&%B/!6%5/6!21613!P7%55Q!7)63!Z!N;[-!!W#3!3*/&/?6!*)8/I!3*%+A6!3)!%!+/H!6%5/6!7)2/&%B/!$)C/5K! =- 2%34(/#5+>,&&"#/>%(/,#*!*%+C51+B!1+U#1&!B/+/&%31)+I!5/%C!U#%51G17%31)+!%+C! 6%5/6!)88)&3#+13!C/2/5)8$/+3! ;- A>?#,),5<!3)!C&%$%317%55!1+7&/%6/!3*/!6%5/6!8&)C#731213! N- F/3>(+>,&&"#/>%(/,#!3)!8&)68/736!%+C!7#63)$/&6!1+!C%3%@%6/6! O- G#*/$+*%)*+%#$+()&%34(/#5!3)!6#88)&3!G%7/3)G%7/!7)+3%73! H7 A?+/#(3#(+!!
  3. 3. 2. The New Sales Coverage Model!!>*/!5/2/&%B/!6)!/+6#&/!6%5/6!6#77/66K! ]1&/!3*/!@/63!6%5/68/)85/!)#!7%+!G1+C! >&%1+I!@)3*!8&)G/661)+%55!%+C!3/7*+17%55I!%+C!3*/+!&/1+G)&7/!3*/!3&%1+1+B! ,)312%3/!3*/!6%5/6!B&)#8!3*&)#B*!7)$8/+6%31)+!8&)B&%$6!%+C!&/7)B+131)+! ^&B%+1_/!6%5/6!3/&&13)&1/6!G%1&5! "3%+C!@%7A!%+C!5/3!8/)85/!C)!3*/!9)@I!@#3!7)%7*!51A/!*/55! R1&/!3*/$!U#17A5!1G!3*/!C1C+?3!7#3!13-!!R)#&!8*%6/6!)G!3*/!7#63)$/&!51G/775/K! =- .#63)$/&!%7U#16131)+! ;- .#63)$/&!B&)H3*!`!&/3/+31)+! N- .#63)$/&!5)%53! O- .#63)$/&!&/%7312%31)+! !F+!3*/!+/H!6%5/6!7)2/&%B/!$)C/5I!3*/!@#CB/36!6*)#5C!@/!G)7#6/C!)+!C1&/73!$%15I!/$%15!%+C!3/5/$%&A/31+B-!>*/!+/H!6%5/6!7)2/&%B/!$)C/5!16!1+3/+C/C!3)!@#15C!7#63)$/&!&/5%31)+6*186!3*%3!B)!@/)+C!3*/!6%5/68/&6)+-!!!]/&/!%&/!3*/!7*%&%73/&163176K! F%(%B%*I!1+G)&$%31)+!&/B%&C1+B!C/7161)+6!$%A/&6!%+C!1+G5#/+7/&6!16!63)&/C!1+!%! C%3%@%6/! !%&/)/%3/(<I!C/7161)+!$%A/&6!%&/!G%$151%&!H13*!)#&!7)$8%+!`!2%5#/! 8&)8)6131)+!! 2")(/+>,#(%>(I!7#63)$/&6!*%2/!$/3*)C6!)G!7)+3%73!)&!1+3/&G%7/!H13*!)#&! 7)$8%+!)3*/&!3*%+!3*&)#B*!3*/!6%5/68/&6)+! 2,3+>,#(%>(*I!+#$@/&!)G!6%5/6!7%556!C/751+/I!@)3*!G&/U#/+7!%+C!3)3%5!+#$@/&!)G! 7)+3%736!H155!1+7&/%6/!!R)#&!8&1$%&!7)$$#+17%31)+6!$/C1%!3)!3%&B/3!3*/!1+C121C#%5!%+C!1+131%3/!3*/!7)+3%73K! =- a$%15!PZ<I<=!!Z<I=<!/%7*Q! ! ! b!c1&/73!,%&A/31+B! ;- L)63%5!$%15!PZ<IY<!!Z=<d!/%7*Q!! ! b!c1&/73!,%&A/31+B! N- >/5/8*)+/!7%55!PZ;<!!ZOYd!/%7*Q!! ! b!c1&/73!,%&A/31+B! O- "%5/6!7%55!PZ=Y<!!Z=I;<<!/%7*Q!!EW%7A!1+!3*/!5%3/!=[e<?6I!,7f&%H]155!&/8)&3/C!3*%3!13!3))A!%+!%2/&%B/!)G!YIO!6%5/6!7%556!3)!75)6/!%!6%5/-!,)63!W;W!6%5/6!/T8/&36!7)+3/+C!3*%3!3*16!+#$@/&!16!+)H!75)6/!3)!6/2/+!)&!/1B*3-J!!Ec)!+)3!7)2/&!3*/!$%&A/3!@!61_/!)G!7#63)$/&I!@#3!8#&6#/!3*/!6*%&/)G7#63)$/&!21/H-J!!,%T1$#$!G1/5C!6%5/6!7%55!8/&!C%!b!N!.)$85/3/C!3/5/$%&A/31+B!7%556!8/&!C%!b!eg!!g!b!c/G1+/C!%6!)+/!3*%3!&/%7*/6!3*/!1+3/+C/C!1+C121C#%5!%+C!$//36!3*/!B)%5!)G!3*/!7%55-!F3!16!+)3!%!C1%5I!7%55@%7A!)&!8%&31%5!7)$85/3/-!S2/&%B/!8&)21C/C!@!W#61+/6651+AI!%!G1&$!3*%3!68/71%51_/6!1+!W;W!3/5/$%&A/31+B-!!
  4. 4. >/5/$%&A/31+B!P8*)+/!7%55Q!16!C121C/C!1+3)!G)#&!G#+731)+%5!7%3/B)&1/6K! G#B,"#$+>%))+>#(3*I!&/7/12/C!8*)+/!&/U#/636!631$#5%3/C!@!$%&A/31+B! 7)$$#+17%31)+6-! J%$+K"%)/-/>%(/,#+()&%34(/#5I!%!8*)+/!7%55!3)!U#%51G!1+U#1&1/6! J%$+#"3("3/#5+L$E),;&#(M+()&%34(/#5I!G)55)H!#8!7%556!G)&!5/%C6!3*%3! H/&/!+)3!&/%C!/3-! G#*/$+*%)*I!U#%51G1/C!5/%C6!3*%3!%&/!+)3!%88&)8&1%3/!G)&!7)2/&%B/!@!G1/5C!6%5/6! J%$+5#3%(/,#I!)#3@)#+C!P7)5CQ!7%551+B!G)&!B/+/&%31)+!+/H!5/%C6-!!^3*/&!$/C1%!%&/!7)+61C/&/C!E6#&&)#+CJ!6)#+C!1+!3*/!+/H!6%5/6!7)2/&%B/!$)C/5K! N"B)/>+O)%(/,#*I!&/%5!2%5#/!16!#61+B!3*/!&/8&1+36!1+!%!C1&/73!$%&A/31+B!8&)B&%$-! P$E3(/*/#5I!/68/71%55!@&%+C!&/68)+6/!%C2/&3161+B-!S!$1T!@/3H//+!)G!@)3*!@&%+C! %C2/&3161+B!%+C!&/68)+6/!%C2/&3161+B-!! A3%$+*?,:*I!1G!3*/!6*)H!16!*1B*5!3%&B/3/C!3)!)#&!8&1$%&!$%&A/3!)&!6/B$/+3I! 3*/+!B)-!S+C!1G!)#!C)I!B)!H13*!G)&7/-! 0&/#%3*I!%&/!C&%H1+B!7%&C6!3)!6/&1)#65!1+3/&/63/C!@#/&6-! • S!63&)+B!)GG/&!3)!#6/!1+!c,!7%$8%1B+6!P%56)!#6/!)#361C/!/T8/&36Q! • L/&6)+%5!7)+3%73!16!8)661@5/!P$%A/!21C/)DQ! • ^+51+/!6/$1+%&6!H13*!X/@/T!)&!L5%7/H%&/!6%2/!31$/! • h6/!%55!)88)&3#+131/6!G)&!8#@517!68/%A1+B!!>*/!%#3*)&!)G!3*/!@))A!16!+)3!2/&!8)61312/!)+!.i,-!Ej)!$%&A/31+B!)&!6%5/6!6)G3H%&/!/2/&!$%C/!%!6%5/J-!!=-!j%3#&/!)G!8&)C#73M6/&217/!6)5#31)+!%+C!5/%C31$/!3)!6*18M6/&217/! 8,&&,$/(<I!8&)C#73!)&!6/&217/!H1C/5!%2%15%@5/I!*%6!G/H!C1631+731)+6!%+C!16!6)5C! $%1+5!)+!8&17/!%+C!%2%15%@1513!G/%3#&/6!P/-B-!)GG17/!6#8851/6Q! 8"*(,&/Q$I!6)$/3*1+B!$#63!@/!C)+/!3)!3*/!8&)C#73!)&!6/&217/!3)!$//3! 7#63)$/&6!+//C6!P/-B-!%CC1+B!G1/5C6!3)!6)G3H%&/!6)5#31)+6Q! F*/5#$I!3*/!8&)C#73!)&!6/&217/!+//C6!3)!@/!/+B1+//&/C!)&!C/61B+/C!3)!$//3! 7#63)$/&!+//C6!P/-B-!%C2/&3161+B!%B/+7!6/&217/6Q!!;-!c/B&//!)G!&/5%31)+6*18!C/61&/C!M!+//C/C!7)$@1+/C!H13*!C)55%&!%$)#+3K! R3$3+*?/;!P5)H!C)55%&I!)GG3*/6*/5GQ! 8,#(3%>(+,3+;"3>?%*+,3$3!P+/B)31%31)+I!6#885!%+C!6/&217/Q! 0(3%(5/>+3)%(/,#*?/;+!"//!G1B#&/!;-;!G)&!%!7)$@1+%31)+!)G!7)+3%73!$/C1%!%+C!=!%+C!;!%@)2/-!
  5. 5. 3. The Start: Profiling and Targeting the Market!!F3?6!%!3*&//63/8!8&)7/66K! =- N3,-/)/#5I!X*/&/!%&/!)#!+)Hk! ;- A%35(/#5I!X*/&/!6*)#5C!)#!B)k! N- 05&#(%(/,#I!X*)?6!B)1+B!3)!B/3!)#!3*/&/k!!L&)G151+B!16!3*/!8&)7/66!)G!7)#+31+B!*)H!$%+!7#63)$/&6M8&)68/736!1+!)#&!C%3%@%6/!%&/!1+!68/71G17!7/556!P1+C#63&!M!7)$8%+!61_/Q-!!EL%63!6#77/66!16!%5$)63!%5H%6!3*/!@/63!8&/C173)&!)G!G#3#&/!6#77/66J-!!>H)!$%1+!8155%&6!)G!8&)G151+BK! 67 G#$"*(3<+(<;++ • "WF!7)C/! =7 8,&;%#<+*/Q+ • i/2/+#/! • a$85)//6!!S!3817%5!@&/%AC)H+!G)&!7)$8%+!61_/K! • =O!/$85)//6! • Y[!/$85)//6! • =<;O!/$85)//6! • ;YO[!/$85)//6! • Y<[[!/$85)//6! • =<<;O[!/$85)//6! • ;Y<[[[!/$85)//6! • =I<<<;IO[[!/$85)//6! • ;IY<<OI[[[!/$85)//6! • YI<<<d!/$85)//6!!^2/&%55!*&%))!P=;OQI!&$/"&!P;Y;O[Q!%+C!)%35!P;Y<dQ!7%+!%56)!@/!#6/C-!!L&)G151+B!7%+!@/!1$8&)2/C!H13*K! • N#(3%(/,#+%#%)<*/*I!>*/!+#$@/&!)G!7#63)$/&6!1+!%!7/55!2/&6#6!3*/!3)3%5!+#$@/&! )G!7)$8%+1/6!1+!3*/!7/55! • G#K"/3<+%#%)<*/*I!3*/!%73#%5!+#$@/&!)G!1+U#1&1/6!)#!B/3!G&)$!7)$8%+1/6!1+!3*%3! 7/55!!L&)G151+B!@!1+C#63&!16!@/33/&!3*%+!@!7)$8%+!61_/-!L/)85/!H155!&/68)+C!3)!&/5/2%+7/I!%+C!3*/!38/!)G!@#61+/66!3*/!H)&A!1+!16!*1B*5!&/5/2%+3!3)!3*/$!4!5/66!6)!G)&!61_/!)G!7)$8%+!P)&!5)7%31)+Q-!!!
  6. 6. R)#&!1+8#36!G)&!3*/!1C/+31G17%31)+!)G!%!3%&B/3!$%&A/3K! =- O*")(*+,-+(?+;3,-/)/#5I!6/B$/+36!1+!H*17*!6#77/66!*%6!@//+!%7*1/2/C-! .)+61C/&1+B!l@&)%C/+1+B?!3*/!6#77/66G#5!1+C#63&1/6-! =7 2%34(*+,-+4#,:+,;;,3("#/(<+ N- S:+;3,$">(+/#(3,$">(/,#*I!$)63!)G!3*/!31$/!1+2)52/6!+/H!3%&B/3!$%&A/36-!Y<m! )G!3*/!6%5/6!)G!%!+/H!8&)C#73!%&/!1+!%&/%6!3*%3!H/&/!+)3!/+2161)+/C!1+!8&)C#73! C/2/5)8$/+3-!0//8!3&%7A!)G!3*/!1+U#1&1/6D! O- 8,&;(/(/E+,;#/#5*I!)8/+1+B6!@%6/C!)+!3*/!%7312131/6!P)&!5%7A!)GQ!)G!3*/! 7)$8/3131)+-!F+75#C/!%!G1/5C!1+!)#&!.i,!663/$!&/B%&C1+B!3*/!7#63)$/&6!G)#+C! %3!%!751/+3!)&!8&)68/73-!>*/+!)#!7%+!$)2/!U#17A5!H*/+!%!7)$8/313)&!*%6!B)+/! )#3!)G!@#61+/66I!)&!/T8/&1/+7/6!U#%513!8&)@5/$6-!!A%35(/#5I!E8#3!)#&!*/%C!1+!3*/!&1B*3!8)6131)+!%+C!)#&!@)C!H155!G)55)H!6))+J!!
  7. 7. 4. Segmentation for Communications!!>*/!7%8%@1513!)G!#61+B!%!C%3%@%6/!)G!1+G)&$%31)+!*%6!/+%@5/C!$%&A/3/&6!3)!%73!$)&/!51A/!6%5/68/)85/!%+C!7)$/!75)6/&!3)!3*%3!)+/3))+/!7)$$#+17%31)+-!!>*&//!C/G1+131)+6!)G!6/B$/+3%31)+K! =- 2%>3,I!@!1+C#63&!)&!$%&A/3!7%3/B)&-!Pa-B-!@%+A1+BQ! ;- 2/>3,I!75#63/&!)G!7)$8%+1/6!H13*1+!%!$%7&)!6/B$/+3-!Pa-B-!5%&B/!&/B1)+%5!@%+A6Q! N- R#T(,T,#I!%!6/B$/+3!)G!)+/!Pi)B/&6!`!L/88/&6Q-!>*/!7)+7/83!H)&A6!@/63!1+! 7)+6#$/&!$%&A/36-!!,17&)!6/B$/+3%31)+!16!&/U#1&/C!3)!/T/7#3/!3*/!+/H!6%5/6!7)2/&%B/!$)C/5K!S!8&)7/66!)G!B&)#81+B!1+C121C#%56!%+CM)&!7)$8%+1/6!3*%3!6*%&/!7)$$)+!7*%&%73/&163176!1+3)!75#63/&6!3*%3!8)66/66!%!#+1U#/!&/5%31)+6*18!3)!)#&!8&)C#73!)&!6/&217/I!6/551+B!8&)7/66!)&!7)$8%+-!!,17&)!6/B$/+3%31)+!%88&)%7*/6K! 67 F&,53%;?/>+*5&#(%(/,#+ %- f/)B&%8*17!%&/%! @- F+C#63&!38/! 7- .)$8%+!61_/! C- V)7%31)+!38/!P]nI!L5%+3I!i/B1)+%5!)GG17/!/37-Q! /- R167%5!/%&! G- o/%&!G)#+C/C! B- O)%(/,#%)+$&,53%;?/>*I!G%73#%5!1+G)&$%31)+!&/5%3/C!3)!3*/!6%5/!)G!)#&! 8&)C#73!)&!6/&217/-!a-B-!C)!3*/!*%2/!%+!1+61C/!)&!)#361C/!6%5/6!G)&7/!P1G!)#! 6/55!6%5/6!G)&7/!%#3)$%31)+!6)G3H%&/Qk!]%6!3)!@/!)@3%1+/C!)+!%!7)$8%+ @7)$8%+!@%616!@#3!B12/6!B))C!)88)&3#+131/6!G)&!l63/%53*?!$%&A/31+B-! =7 0%)*+><>)+*5&#(%(/,#+ %- 0"*;>(I!7)$8%+1/6!3*%3!)#!*%2/!6)$/!&/%6)+!3)!@/51/2/!6*)#5C!H%+3!)&! +//C!)#&!8&)C#73!)&!6/&217/-!>*/!*%2/!+)3!1+C17%3/C!3*%3!3*/!%&/! 1+3/&/63/C!/3-!>817%55!G)#+C!)+!l51636?-! @- G#K"/3<I!)#!63155!*%2/!+)!1C/%!H*/3*/&!3*/!*%2/!%!6/&1)#6!1+3/&/63!)&!7%+! /2/+!U#%51G!3)!@#!)#&!8&)C#73-!S+!1+U#1&!16!%+!#+U#%51G1/C!5/%C-! 7- J%$I!6)$/)+/!H*)!&/8&/6/+36!%!7)$8%+!3*%3!7%+!@#!)#&!8&)C#73!)&! 6/&217/!%+C!16!6/&1)#65!1+3/+C/C!3)!C)!6)-!! C- N3,;,*%)UK",(! /- !/3*(+;"3>?%*I+B/3!3*/!6/7)+C!6%5/!%+C!/+6#&/!3*/!7#63)$/&-!f12/!/T3&%! %33/+31)+p!1+7&/%6/!7)$$#+17%31)+6I!7#63)$/&!6%316G%731)+!7%556I!H/57)$/! 5/33/&6!/37-! -7 O;%(+,3+5,,$+>"*(,&3+ 57 N%*(+>"*(,&3+ @7 .?%E/,3%)+*5&#(%(/,#+ %- f/+/&%5!1+U#1&1/6! @- i/68)+6/6!3)!68/71G17!)GG/&6! 7- >&%C/!6*)H!63)8@#6! C- "/$1+%&!%33/+C//6! /- ,#53185/!&/68)+C/&6! G- L#&7*%6/&6!
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  9. 9. 5. Redesigning the Inquiry-Generation Process!!EF3!3%A/6!@#+C5/6!)G!31$/!%+C!$)+/!3)!7&/%3/!@&%+C!%H%&/+/66J!!()*+!X%+%A%&K!]%5G!3*/!$)+/!F!68/+C!)+!%C2/&3161+B!16!H%63/CI!%+C!3*/!3&)#@5/!16!F!C)+?3!A+)H!H*17*!*%5G-!!X/!A+)H!3*%3!3*/!B/+/&%5!@&%+C!)&!1$%B/!%C2/&3161+B!16!7/&3%1+5!8%&3!)G!3*/!*%5G!3*%3!16!+)3!H)&A1+B-!F3?6!)+5!3*/!&%&/!5%&B/!7)$8%+!3*%3!7%+!9#631G!%+C!%GG)&C!@&%+CM1$%B/%H%&/+/66!%C2/&3161+B!3)C%-!R)&!3*/!&/63!)G!3*/!H)&5CI!H/!+//C!1+U#1&1/6!%+C!6%5/6!3)!@/!C&12/+!G&)$!3*/!$%&A/31+B!7)$$#+17%31)+6!@#CB/3-!!j/H!85%++1+B!8&)7/66!G)&!1+U#1&1/6K! =- c/3/&$1+1+B!3*/!@%5%+7/!C/61&/C!@/3H//+!3*/!U#%+313!%+C!U#%513!)G!1+U#1&1/6! ;- c/2/5)81+B!)GG/&6!3*%3!B/+/&%3/!3*/!38/!)G!1+U#1&1/6!C/61&/C! N- c/85)1+B!3*/!8&)8/&!)#3@)#+C!$/C1%!3)!7)$$#+17%3/!3)!3*/!3%&B/3!%#C1/+7/!!.*))6/!G)&!U#%+313!1GK! o)#!*%2/!%!+/H!8&)C#73!1+3&)C#731)+! o)#!*%2/!%!@&)%C@%6/C!@#1+B!8&)7/66!3*%3!1+2)52/6!$#53185/!1+C121C#%56! >*/!3%&B/3!$%&A/3!G)&!8#&7*%6/!16!+)3!H/55!C/G1+/C!!.*))6/!G)&!U#%513!@/7%#6/K! "7&//+1+B!%+C!5/%C!U#%51G17%31)+!7)636!$)+/! X13*!%!$%3#&/!$%&A/3I!3*/!U#%513!16!3*/!)+5!7&13/&1)+!G)&!6#77/66! S3!%!*1B*!8&17/!8)1+3!)#!+//C!U#%51G1/C!@#/&6!P+)!E31&/!A17A/&6JQ!!>*/!)GG/&!16!+)3!3*/!8&)C#73!)&!6/&217/D!!")G3!)GG/&6!*%2/!3H)!3&%136!1+!7)$$)+K! V)H!&16A! ]1B*!8/&7/12/C!2%5#/!!L&/$1#$6!1+!)#&!c,!*/58!1+!U#%+313I!@#3!C/G1+13/5!+)3!1+!U#%513-!>*/!H)&C!ER&//J!H155!%5H%6!@#$8!&/68)+6/!&%3/6-!!c1GG/&/+3!38/6!)G!8&/$1#$!3/631+BK! =- ^+/!8&/$1#$!2/&6#6!3*/!)3*/&! ;- S!8&/$1#$!2/&6#6!%+)3*/&!38/!)G!1+U#1&!B/+/&%31)+!)GG/&! N- >*/!8&/$1#$!1+!3*/!)#3@)#+C!8%7A%B/!2/&6#6!)GG/&1+B!13!G)&!3*/!&/68)+6/!!^3*/&!38/6!)G!1+U#1&!B/+/&%31)+!)GG/&6K! X*13/!8%8/&6! .%6/!*163)&1/6! "#@67&1831)+6!P+/H65/33/&!M!/_1+/Q! L&)C#73!6%$85/!PG&//!7CQ! W&)7*#&/6!`!7%3%5)B#/6! ^88)&3#+13!3)!%33/+C!%!EG&//J!6/$1+%&! ")$/3*1+B!/56/!G&//!
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  11. 11. 6. High-yield lead qualification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jc!)+/!H*)!H%+36!3)!6//!%!6%5/68/&6)+I! 85#6!16!1+!3*/!5%3/&!63%B/6!)G!3*/!@#1+B!8&)7/66!%+C!H%+36!3)!8#&7*%6/!1+!3*/!+/%&! G#3#&/-!!! S!63/8@63/8!8&)7/66!G)&!5/%CU#%51G17%31)+K! 67 G#K"/3<+*>3#/#5+ %- ^#3@)#+C!$/C1%!3*%3!B/+/&%3/C!3*/!1+U#1&! F+U#1&1/6!G&)$!Li!/GG)&36! i/68)+6/6!3)!%C2/&3161+B! >&%C/!6*)H!1+U#1&1/6! i/68)+6/6!3)!c,!7%$8%1B+6! a2/+3!B#/63!51636! @- >*/!)GG/&!%77/83/C!@!3*/!1+U#1&/&! 7- >*/!&/68)+6/!$/C1%! C- L&)G15/!G13! =7 J%$+K"%)/-/>%(/,#+ %- F+U#1&1/6!6*)#5C!+)3!@/!6/+3!3)!6%5/6! @- >*/!$)63!%77/83/C!5/%C!U#%51G17%31)+!7&13/&1%!P.PSAQ! .#CB/3! P#3*)&13! S//C! A1$1+B! 7- V/%C!C/2/5)8$/+3!P+#&3#&1+BQ!16!3*/!A/!3)!*1B*!1/5C!5/%C!7)+2/&61)+! W/+7*$%&A!*)H!1+U#1&1/6!3&%+65%3/!1+3)!6%5/6! f/3!1+8#3!G&)$!6%5/6! >/63!3*/!5/%CC/2/5)8$/+3!663/$! 0//8!1+!$1+C!3*%3!5/%C!C/2/5)8$/+3!H155!@/!C)+/!@!8*)+/!%+C!3*16! $/C1#$!16!l7)+3&)2/&61%5?!%$)+B!6%5/68/)85/-! .*%&3!3*/!8&)B&/66!)G!%!5/%C!3*&)#B*!3*/!@#1+B!8&)7/66! S55)H!6%5/6!%77/66!3)!3*/!C%3%@%6/!)G!5/%C6!1+!3*/!C/2/5)8$/+3!8&)7/66! W/+7*$%&A!3*/!7)$8/3131)+! !!!!!
  12. 12. 7. Sales conversion!!R1&63!8%B/6!)G!3*16!7*%83/&!%&/!+)3!2/&!1+3/&/631+BDDD!!X)&A1+B!H13*!C163&1@#3)&6!M!sSi?6!1+!3*/!+/H!6%5/6!7)2/&%B/!$)C/5K! =- ,%+#G%73#&/&6!/C#7%3/I!3&%1+!`!$)312%3/!C163&1@#3)&6! ;- ,%+#G%73#&/&6!3%&B/3!/+C!$%&A/36!3&)#B*!3*/!#6/!)G!C%3%@%6/!3/7*+1U#/6! N- c,!8&)B&%$6!%&/!5%#+7*/C!3)!3*/6/!$%&A/36I!1+U#1&1/6!B/+/&%3/C!%+C!5/%C6! U#%51G1/C!@!3*/!$%+#G%73#&/&6! O- S!C/7161)+!16!$%C/!3)!H*17*!6%5/6!&/6)#&7/!3*/!5/%C6!H155!@/!8%66/C! Y- >*/!5/%C6!%&/!8%66/C!3)!3*/!6/5/73/C!C163&1@#3)&!%+C!%77/83/C!@!3*%3!G1&$! q- R)55)H#8!16!&/U#1&/C!H13*1+!%+!%B&//C3)!+#$@/&!)G!C%6! r- >*/!C163&1@#3)&!8&)7//C6!3)!7%55!)+!3*/!5/%C! e- R//C@%7A!16!3*/+!6/+3!3)!3*/!$%+#G%73#&/&!H13*1+!3*/!6/3!+#$@/&!)G!C%6!!E"%5/68/)85/!H%+3!3)!6/55-!F3?6!3*/!9)@!)G!$%&A/31+B!3)!$%A/!13!/%61/&!G)&!6%5/6!3)!)77#&-J!!
  13. 13. 8. Up-selling / Cross-selling and Creating Customer Loyalty!!>H)!38/6!)G!7#63)$/&6!63)8!@#1+BK! =- V)+B!3/&$!7#63)$/&6! • qem!63)8!@#1+B!@/7%#6/!3*/!C)+?3!G//5!l5)2/C?!%+$)&/! ;- R1&63!31$/!7#63)$/&6! • .#63)$/&6!G&)$!3*/1&!21/H8)1+3!%&/!3&1+B!)#!)#3!3)!6//!1G!3*/!H%+3!3)! 7)+31+#/!3)!8#&7*%6/-!>*16!16!/68/71%55!3&#/!H13*!8&)C#73!H13*!5)H!%CC/C! 2%5#/C-!!>*/!9)@!16!3)!B/3!3*/!6/7)+C!6%5/-!R1&63!31$/!7#63)$/&6!7%+!%56)!@/!7%55/C!E2/&!U#%51G1/C!5/%C6J-!SCC131)+%5!/GG)&3!16!+//C/C!3)!3&#5!7)+2/&3!3*/$!3)!&/%5!&/8/%3!7#63)$/&6-!!V)%53!16!%!*#$%+!/$)31)+-!]1/&%&7*!1+!5)%53K! =- V)%53!3)!%!6/3!)G!2%5#/6!%+C!8&1+7185/6!PH*%3!C)/6!)#&!7)$8%+!63%+C!G)&kQ! ;- V)%53!3)!B&)#86!P$%A/!6#&/!)#&!7)$8%+!16!%!3/%$!)G!8/)85/Q! N- V)%53!3)!1+C121C#%56!!X*%3!H)&A6!16!E&%+C)$!%736!)G!A1+C+/66J-!"/5/73!)#&!3)8!=<<!7)+3%736!%+C!6/+C!3*/$!%!+17/!B1G3!P@/5)H!Z;YQ!%+C!6%!E>*%+A6!G)&!)#&!@#61+/66I!H/!/+9)!*%21+B!)#!%6!%!7#63)$/&J-!c)!+)3!%6A!G)&!%+3*1+B!1+!&/3#&+-!!!
  14. 14. 9. Campaign Planning and Execution!!>%&B/3!$%&A/31+B!)&!C1&/73!$%&A/31+B!5/%C6!3*/!7%$8%1B+!8&)7/66!%+C!16!6#88)&3/C!@!%C2/&3161+BI!LiI!3&%C/!6*)H6!/37-!!>*/!G)#&!/5/$/+36!G)&!C1&/73!$%&A/31+B!6#77/66K! =- J/*(!PY<r<m!)G!6#77/66Q! • F+!W;W!3*/!5163!16!G%&!$)&/!1$8)&3%+3!3*%+!1+!7)+6#$/&!C1&/73!$%&A/31+B!%+C! 6*)#5C!7)+6#$/!%!7)$$/+6#&%3/!6*%&/!)G!3*/!31$/!%+C!%33/+31)+!1+!3*/! 85%++1+B!8&)7/66! ;- R--3!P;<N<m!)G!6#77/66Q! • >*/!8&)C#73!16!+)3!3*/!)GG/&I!@#3!13!16!3*/!)GG/&1+B! N- 0K"#>+%#$+-3K"#><!)G!7)+3%73!P=Y;Ym!)G!6#77/66Q! • ,%15I!L*)+/!`!a$%15!%&/!3*/!3*&//!$/C1%! O- 83%(/E!P=<!4!=Ym!8/&7/+3!)G!6#77/66Q! • .)8I!%&3!%+C!G)&$%3!!c1&/73!$%&A/31+B!7%$8%1B+6!5%#+7*/C!G&)$!>*%+A6B121+B!P/+C!j)2/$@/&Q!3*&)#B*!j/H!o/%&6!a2/!8&)C#7/!*1B*/&!&/68)+6/!&%3/6!1+!W;W-!>*/!/+C!)G!3*/!6#$$/&!16!%!&/5%312/5!@%C!31$/-!R)&!7)+6#$/&6!3*/!@/63!31$/!16!(%+#%&!%+C!R/@&#%&-!>*16!16!H*K! =- W#61+/66!3&%2/5!%+C!%731213!16!5)H-!,)&/!)G!3*/!3%&B/36!%&/!1+!3*/!)GG17/!P]#3! /GG/73Q! ;- .)$8%+1/6!%&/!8&/8%&1+B!G)&!%!+/H!/%&!%+C!$%A1+B!85%+6! N- R/H/&!$%&A/3/&6!%&/!7)$$#+17%31+B-!V/66!75#33/&-!!"3/86!1+!%!@#/&6!8&)7/66K! =- j//C!%H%&/+/66!`!C/G1+131)+! ;- s/+C)&!1C/+31G17%31)+! N- F+G)&$%31)+!B%3*/&1+B! O- s/+C)&!/2%5#%31)+!M!1+131%5!6/5/731)+! Y- iRL!)&!U#)3/! q- j%&&)H1+B!)G!2/+C)&6! r- c/$)+63&%31)+!M!8&/6/+3%31)+!@!2/+C)&6! e- i/G/&/+7/!7*/7A1+B! [- s/+C)&!6/5/731)+! =<- j/B)31%31)+! ==- R1&63!8#&7*%6/! =;- a2%5#%31)+! =N- "/7)+C!8#&7*%6/!!>&%C131)+%5!H%6!)G!@#CB/31+BK! J%*(+<%3+;)"*+,3+&/#"*+*,&+;3>#(%5!P#6#%55!=<mQ! 0(+;3>#(%5+,-+*%)*7!=Nm!1+!W;W!H*15/!1+!7)+6#$/&!13!7%+!%CC!#8!3)!N<m! W"(+B"$5(/#5!@%6/C!)+!)+/!B#6!B#3!G//51+B! 8,;<>%(+B"$5(/#5!@%6/C!)+!7)$8/313)&6!68/+C1+B!!
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  17. 17. 10. How to build your company’s database!!c%3%@%6/!$%&A/31+B!7)+61636!)G!3H)!H)&C6-!c%3%@%6/!%+C!$%&A/31+BI!@)3*!6*)#5C!B/3!/U#%5!%33/+31)+!1+!3*/!8&)7/66-!!,%A/!75/%&!C/7161)+6!)+!H*%3!16!/66/+31%5!%+C!H*%3!16!C/61&%@5/!P$#63!*%2/I!+17/!3)!*%2/Q-!F+!%CC131)+!3)!7#63)$/&!1+G)&$%31)+I!3*/!A/!166#/!G)&!#6%B/!16!3*/!%@1513!3)!3%&B/3!%+C!6/B$/+3!7#&&/+3!%+C!8)3/+31%5!7#63)$/&6!6)!3*%3!&/5/2%+3!7)$$#+17%31)+6!7%+!@/!C/512/&/C-!!X*%3!C%3%!7)#5C!@/!1+!3*/!C%3%@%6/k! 67 8"*(,&3+/#-,3&%(/,#+ %- SCC&/66!P$#53185/kQ! @- .)+3%736! 7- F+C#63&! C- .)$8%+!61_/! /- >&%+6%731)+!)&!6%5/6!*163)&! =7 R(?3+*(%#$%3$+$&,53%;?/>+$%(%+ %- a7)+)$17!1+C17%3)&6! @- .&/C13!&%31+B! 7- .)$8%+!%B/! C- R167%5!/%&! N- O)%(/,#+$&,53%;?/>+$%(%!P3*/!C%3%!6%5/6!+//C!3)!A+)H!@/G)&/!3*/!H%5A!1+! 3*/!G&)+3!C))&Q! D7 R"(B,"#$+>,&&"#/>%(/,#+-)%5*+ Y- 0(%5+,-+*%)+,3+B"<!P7*))6/DQ! %- "/551+B!8&)7/66! 1- F+U#1&! 11- n#%51G1/C!5/%C! 111- L&)8)6%5!6/+3! 12- "%$85/!6/+3! 2- R1+%5!+/B)31%31)+6! 21- R1&63!6%5/! 211- ,#53185/!6%5/6! 2111- V)+B3/&$!7#63)$/&! 1T- L%63!7#63)$/&! @- W#1+B!8&)7/66! 1- j//C!%H%&/+/66! 11- F+G)&$%31)+!B%3*/&1+B! 111- "/331+B!68/71G17%31)+6!M!iRL! 12- i/U#/631+B!8&)8)6%56! 2- "#8851/&!U#%51G17%31)+!%+C!1+3/&21/H6! 21- >&1%5!M!6%$85/!&#+! 211- "#8851/&!6/5/731)+! 2111- L&17/M7)+3&%73!+/B)31%31)+6! 1T- .)+3&%73!61B+1+B! T- R1&63!8#&7*%6/! T1- F+131%5!8/&G)&$%+7/!/2%5#%31)+! T11- i/8/%3!8#&7*%6/6!
  18. 18. T111- s%5#/C!5)+B3/&$!2/+C)&! q- O*;,#*+B?%E/,3!P%55!3*/!E3)#7*/6J!%77#$#5%3/!1+3)!@/*%21)&Q!!")#&7/6!)G!C%3%!G)&!)#!C%3%@%6/K! 67 G#(3#%)+*,"3>*+ %- S77)#+31+B!)&!7#63)$/&!G15/6! @- ,%&A/31+B!51636!)&!C%3%@%6/6! 7- "%5/6!63%GG!7)+3%73!1+G)&$%31)+! C- .#63)$/&!6/&217/!7)+3%736!M!&/7)&C6! =7 N"B)/>+,3+,"(*/$+/#-,3&%(/,#+;3,E/$3*+ %- W#61+/66!1+G)&$%31)+!7)$815/&6!Pc`WI!aT8/&1%+!/37-Q! @- i/68)+6/!51636! 7- .))8!)&!$/&B/C!51636! @7 N3/&%3<+$%(%+5%(?3/#5+!h8C%31+B!3*/!C%3%@%6/K! =- X*%3!C%3%!$#63!@/!#8C%3/C!%+C!*)H!)G3/+k! ;- X*%3!16!3*/!$/3*)C!G)&!#8C%31+B!/%7*!/5/$/+3!!r<m!)G!@#61+/668/)85/!#+C/&B)!7*%+B/6!1+!3*/1&!613#%31)+!P@#61+/66!7%&CQ!1+!%!3H/52/$)+3*!8/&1)C!H13*!N=m!7*%+B1+B!7)$8%+1/6!%+C!3*/!)3*/&!N[m!7*%+B1+B!9)@6!)&!5)7%31)+6!H13*1+!3*/!6%$/!7)$8%+-!!!>&!3)!2%51C%3/!3*/!C%3%!%3!5/%63!)+7/!8/&!/%&!@!%6A1+B!8/)85/!1+!13!1G!3*/1&!1+G)&$%31)+!16!63155!)A-!>*/!2%5#/!16!1+!)#&!C%3%!P13?6!3*/!C%3%!63#81CDQ!!
  19. 19. 11. How to measure the results that will sell the management!!>*/!$/%6#&/$/+3!5%CC/&K! =- S731213!$/%6#&/$/+3! %- .)63!8/&!3*)#6%+C!P.L,Q! @- i/68)+6/!&%3/! 7- .)63!8/&!1+U#1&! C- .)63!8/&!5/%C! ;- s%5#/!$/%6#&/$/+3! %- s%5#/!8/&!5/%C! @- s%5#/!)G!$%&A/3!)88)&3#+13!G&)$!3*/!7%$8%1B+! N- i/6#53!$/%6#&/$/+3! %- W&/%A/2/+! ])H!$%+!6%5/6!P%3!B&)66!)&!+/3!$%&B1+Q!%&/!+//C/C!3)!@/!@&/%A!/2/+-! c121C/!3*%3!)+!3*/!3)3%5!+#$@/&!)G!$%15!)#36!b!@&/%A/2/+!m! @- j#$@/&!)G!6%5/6! 7- c)55%&!2%5#/!)G!6%5/6! C- aT8/+6/!3)!&/2/+#/!&%31)!PaMiQ! /- i/3#&+!)+!/T8/+6/!Pi^aQ! G- V1G/31$/!2%5#/!PV>sQ!!R)#&!$)63!7)$$)+!7&13/&1%!#6/C!1+!C/2/5)81+B!3*/!C/G1+131)+!)G!%!U#%51G1/C!5/%CK! S$+5/2/5!G)&!3*/!8&)C#73!)&!6/&217/! A/&/#5!)G!3*/!8#&7*%6/!C/7161)+! P"(?,3/(<!)G!3*/!1+C121C#%5!3)!$%A/!)&!1+G5#/+7/!3*/!8#&7*%6/! ."$5(!%2%15%@5/!3)!8#&7*%6/!!j)&$%55!=<!3)!;<!8/&7/+3!)G!%55!1+U#1&1/6!H155!@/7)$/!U#%51G1/C!5/%C6-!"3#C1/6!*%2/!6*)H+!3*%3!%88&)T1$%3/5!N<!3)!Y<!8/&7/+3!)G!%55!W;W!1+U#1&1/6!H155!@#!3*/!8&)C#73!)&!6/&217/!3*/!1+U#1&/C!%@)#3!H13*1+!3H/52/!3)!/1B*3//+!$)+3*6-!!F3!16!+)3!#+#6#%5!3)!*%2/!%!5/%C!7)63!/T7//C!Z=I<<<!/%7*-!>*/!B))C!+/H6!16!3*%3!1+!%5$)63!%55!W;W!613#%31)+6!3*/!+#$@/&!)G!6%5/6!3)!&/U#1&/C!3)!8%!G)&!3*/!7%$8%1B+!16!2/&!5)H-!!F+!W;W!aMi!&%31)6!2%&!@/3H//+!=M=<!%+C!=M;Y-!!

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