Fundamentals of b2b sales and marketing coe1. !
!
!
!
!
!
!
!
!
!
!
!
"#$$%&'!
!
!"#$%&'#(%)*+,-++
."*/#'**+(,+."*/#'**+
0%)'*+1+2%34'(/#5+
()*+!,-!.)/!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
()*+!01213!4!,#53167)8/!
9)*+:$#53167)8/-+5!
,%&7*!;<=<!
2. 1. Why is it so tough to Sell Today
!
>*/!%#3*)&?6!@%7AB&)#+C!16!3*%3!*/!16!%!6%5/6$%+D!
!
EF+!3*/!75%6617!$%&A/31+B!C/G1+131)+!6%5/6!16!%!8%&3!)G!$%&A/31+B-!F+!3*/!&/%5!H)&5CI!3*/!
6%5/6!B&)#8!%5$)63!%5H%'6!C)$1+%3/6!$%&A/31+B!H13*1+!%!7)$8%+'!%+C!16!3*/!8)H/&!
6)#&7/!@/3H//+!3*/!3H)J-!
!
,%&A/31+B!1+2)52/6!3*&//!B&)#86K!
=- L&)C#73!M!$%&A/3!$%+%B/$/+3!
;- ,%&A/31+B!7)$$#+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)71/3'J!
• 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!7'75/!
!
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)B'Q!
!
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. 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%55'I!%+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/7'75/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/$%&A/31+B-!
!
4. >/5/$%&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$E'3(/*/#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. 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- 0'5&'#(%(/,#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!3'817%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*/!3'8/!)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. 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,!6'63/$!&/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. 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)$$)+!7*%&%73/&163176!
1+3)!75#63/&6!3*%3!8)66/66!%!#+1U#/!&/5%31)+6*18!3)!')#&!8&)C#73!)&!6/&217/I!6/551+B!
8&)7/66!)&!7)$8%+'-!
!
,17&)!6/B$/+3%31)+!%88&)%7*/6K!
67 F'&,53%;?/>+*'5&'#(%(/,#+
%- f/)B&%8*17!%&/%!
@- F+C#63&'!3'8/!
7- .)$8%+'!61_/!
C- V)7%31)+!3'8/!P]nI!L5%+3I!i/B1)+%5!)GG17/!/37-Q!
/- R167%5!'/%&!
G- o/%&!G)#+C/C!
B- O')%(/,#%)+$'&,53%;?/>*I!G%73#%5!1+G)&$%31)+!&/5%3/C!3)!3*/!6%5/!)G!')#&!
8&)C#73!)&!6/&217/-!a-B-!C)!3*/'!*%2/!%+!1+61C/!)&!)#361C/!6%5/6!G)&7/!P1G!')#!
6/55!6%5/6!G)&7/!%#3)$%31)+!6)G3H%&/Qk!]%6!3)!@/!)@3%1+/C!)+!%!7)$8%+'
@'7)$8%+'!@%616!@#3!B12/6!B))C!)88)&3#+131/6!G)&!l63/%53*?!$%&A/31+B-!
=7 0%)'*+><>)'+*'5&'#(%(/,#+
%- 0"*;'>(I!7)$8%+1/6!3*%3!')#!*%2/!6)$/!&/%6)+!3)!@/51/2/!6*)#5C!H%+3!)&!
+//C!')#&!8&)C#73!)&!6/&217/-!>*/'!*%2/!+)3!1+C17%3/C!3*%3!3*/'!%&/!
1+3/&/63/C!'/3-!>'817%55'!G)#+C!)+!l51636?-!
@- G#K"/3<I!')#!63155!*%2/!+)!1C/%!H*/3*/&!3*/'!*%2/!%!6/&1)#6!1+3/&/63!)&!7%+!
/2/+!U#%51G'!3)!@#'!')#&!8&)C#73-!S+!1+U#1&'!16!%+!#+U#%51G1/C!5/%C-!
7- J'%$I!6)$/)+/!H*)!&/8&/6/+36!%!7)$8%+'!3*%3!7%+!@#'!')#&!8&)C#73!)&!
6/&217/!%+C!16!6/&1)#65'!1+3/+C/C!3)!C)!6)-!!
C- N3,;,*%)UK",('!
/- !/3*(+;"3>?%*'I+B/3!3*/!6/7)+C!6%5/!%+C!/+6#&/!3*/!7#63)$/&-!f12/!/T3&%!
%33/+31)+p!1+7&/%6/!7)$$#+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- "/$1+%&!%33/+C//6!
/- ,#53185/!&/68)+C/&6!
G- L#&7*%6/&6!
8. B- .%556!3)!7#63)$/&!6/&217/K!#8!6/55!)&!7&)666/55!
*- ^3*/&6K!/-B-!%33/+C1+B!68)+6)&/C!/2/+36!
D7 8,&;'(/(/E'+*'5&'#(%(/,#+
%- c1&/73!7)$8/3131)+!
@- F+C1&/73!7)$8/3131)+!
7- W#CB/3!)&!5%7A!)G!13!
C- "3%3#6U#)!%3313#C/K!3*/!H*'!6*)#5C!H/!7*%+B/!%3313#C/k!
H7 P#%)<(/>%)+*'5&'#(%(/,#+
%- "1+B5/!)&!$#53185/!&/B&/661)+!!
@- iR,!
1- i/7/+7'K!H*17*!7#63)$/&6!@)#B*3!$)63!&/7/+3!
11- R&/U#/+7'K!H*17*!7#63)$/&6!*%2/!@)#B*3!3*/!*1B*/63!+#$@/&!
111- ,)+/3%&'K!H*17*!7#63)$/&6!*%2/!@)#B*3!3*/!5%&B/63!%$)#+3!1+!
$)+/'-!
c121C/!1+3)!U#1+315/6!PC121C/!1+3)!G12/!B&)#86Q!%+C!%661B+!%!67)&/!)G!Y!3)!3*/!
3)8!G1G3*!%+C!=!3)!3*/!5)H/63!G1G3*-!i/7/+7'!16!3*/!$)63!8&/C17312/!)G!3*/!
3*&//-!
q- j//C!@%6/C!6/B$/+3%31)+!
r- ()@!G#+731)+6!PL6'7*)B&%8*176Q!6/B$/+3%31)+!
e- .#63)$/&!6/B$/+3%31)+!
!
RSW?6K!G/%3#&/6I!%C2%+3%B/6!`!@/+/G136!)2/&!3*/!7)$8/313)&!
!
9. 5. Redesigning the Inquiry-Generation Process!
!
EF3!3%A/6!@#+C5/6!)G!31$/!%+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)$$#+17%31)+6!@#CB/3-!
!
j/H!85%++1+B!8&)7/66!G)&!1+U#1&1/6K!
=- c/3/&$1+1+B!3*/!@%5%+7/!C/61&/C!@/3H//+!3*/!U#%+313'!%+C!U#%513'!)G!1+U#1&1/6!
;- c/2/5)81+B!)GG/&6!3*%3!B/+/&%3/!3*/!3'8/!)G!1+U#1&1/6!C/61&/C!
N- c/85)'1+B!3*/!8&)8/&!)#3@)#+C!$/C1%!3)!7)$$#+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)$$)+K!
V)H!&16A!
]1B*!8/&7/12/C!2%5#/!
!
L&/$1#$6!1+!')#&!c,!*/58!1+!U#%+313'I!@#3!C/G1+13/5'!+)3!1+!U#%513'-!>*/!H)&C!ER&//J!H155!
%5H%'6!@#$8!&/68)+6/!&%3/6-!
!
c1GG/&/+3!3'8/6!)G!8&/$1#$!3/631+BK!
=- ^+/!8&/$1#$!2/&6#6!3*/!)3*/&!
;- S!8&/$1#$!2/&6#6!%+)3*/&!3'8/!)G!1+U#1&'!B/+/&%31)+!)GG/&!
N- >*/!8&/$1#$!1+!3*/!)#3@)#+C!8%7A%B/!2/&6#6!)GG/&1+B!13!G)&!3*/!&/68)+6/!
!
^3*/&!3'8/6!)G!1+U#1&'!B/+/&%31)+!)GG/&6K!
X*13/!8%8/&6!
.%6/!*163)&1/6!
"#@67&1831)+6!P+/H65/33/&!M!/_1+/Q!
L&)C#73!6%$85/!PG&//!7CQ!
W&)7*#&/6!`!7%3%5)B#/6!
^88)&3#+13'!3)!%33/+C!%!EG&//J!6/$1+%&!
")$/3*1+B!/56/!G&//!
11. 6. High-yield lead qualification!
!
.5%6617!C/G1+131)+!)G!3*/!C1GG/&/+3!63%B/6!)G!3*/!6%5/6!8&)7/66K!
0"*;'>(I!%!7)$8%+'!3*%3!8)66/66/6!3*/!C/$)B&%8*17!7*%&%73/&163176!)G!%!8)3/+31%5!
7#63)$/&!
G#K"/3<I!%+!1+C121C#%5!H*)!*%6!1+!6)$/!$%++/&!&/68)+C/C!3)!)+/!)&!$)&/!)G!')#!
7)$8%+1/6!$%&A/31+B!7)$$#+17%31)+6-!P%55!3*/!8/&6)+!*%6!C)+/!16!&%16/C!*16!)&!
*/&!*%+CQ!
N3,*;'>(I!%+!1+C121C#%5!H*)!+)3!)+5'!*%6!&/68)+C/C!@#3!%56)!H)&A6!G)&!%!
7)$8%+'!3*%3!G136!')#!8&/C/G1+/C!C/$)B&%8*17!7#63)$/&!7&13/&1%-!
V"%)/-/'$+)'%$I!%+!1+C121C#%5!)&!/2/+!%!6/551+B!613#%31)+!3*%3!$//36!3*/!$1+1$#$!
U#%51G17%31)+!7&13/&1%-!
0%)'*+,;;,3("#/(<I!%!U#%51G1/C!5/%C!Sjc!)+/!H*)!H%+36!3)!6//!%!6%5/68/&6)+I!
85#6!16!1+!3*/!5%3/&!63%B/6!)G!3*/!@#'1+B!8&)7/66!%+C!H%+36!3)!8#&7*%6/!1+!3*/!+/%&!
G#3#&/-!
!
!
S!63/8@'63/8!8&)7/66!G)&!5/%CU#%51G17%31)+K!
67 G#K"/3<+*>3''#/#5+
%- ^#3@)#+C!$/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$/+3!6'63/$!
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)$8/3131)+!
!
!
!
!
!
12. 7. Sales conversion!
!
R1&63!8%B/6!)G!3*16!7*%83/&!%&/!+)3!2/&'!1+3/&/631+BDDD!
!
X)&A1+B!H13*!C163&1@#3)&6!M!sSi?6!1+!3*/!+/H!6%5/6!7)2/&%B/!$)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. 8. Up-selling / Cross-selling and Creating Customer Loyalty!
!
>H)!3'8/6!)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'!7)+2/&3!3*/$!3)!&/%5!&/8/%3!7#63)$/&6-!
!
V)'%53'!16!%!*#$%+!/$)31)+-!]1/&%&7*'!1+!5)'%53'K!
=- 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)$/&J-!c)!+)3!%6A!G)&!%+'3*1+B!1+!&/3#&+-!
!
!
14. 9. Campaign Planning and Execution!
!
>%&B/3!$%&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)$$/+6#&%3/!6*%&/!)G!3*/!31$/!%+C!%33/+31)+!1+!3*/!
85%++1+B!8&)7/66!
;- R--'3!P;<N<m!)G!6#77/66Q!
• >*/!8&)C#73!16!+)3!3*/!)GG/&I!@#3!13!16!3*/!)GG/&1+B!
N- 0'K"'#>'+%#$+-3'K"'#><!)G!7)+3%73!P=Y;Ym!)G!6#77/66Q!
• ,%15I!L*)+/!`!a$%15!%&/!3*/!3*&//!$/C1%!
O- 83'%(/E'!P=<!4!=Ym!8/&7/+3!)G!6#77/66Q!
• .)8'I!%&3!%+C!G)&$%3!
!
c1&/73!$%&A/31+B!7%$8%1B+6!5%#+7*/C!G&)$!>*%+A6B121+B!P/+C!j)2/$@/&Q!3*&)#B*!j/H!
o/%&6!a2/!8&)C#7/!*1B*/&!&/68)+6/!&%3/6!1+!W;W-!>*/!/+C!)G!3*/!6#$$/&!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!
!
15. W/33/&!H%'6!)G!@#CB/31+BK!
.3'%4'E'#+%#%)<*'*I!3*/!%$)#+3!)G!6%5/6!&/2/+#/!P%3!B&)66!$%&B1+Q!3*%3!$#63!@/!
%7*1/2/C!3)!8%'!G)&!3*/!7%$8%1B+-!>/556!')#!H*%3!16!%3!63%A/-!F3?6!%56)!%+!
/2%5#%31)+!)G!3*/!&/%6)+%@5/+/66!)G!3*/!@#CB/3!
P)),:%B)'+>,*(+,-+%>K"/*/(/,#I!*)H!$%+'!C)55%&6!7%+!H/!%GG)&C!3)!%7U#1&/!3*/!
7#63)$/&k!!S56)!3%A/!1+3)!%77)#+3!3*/!7)636!G)&!G)55)H!#8I!6%5/6!216136!/37-!
XC;'#*'+(,+3'E'#"'+LXUOMI!%!85%7/*)5C/&!G)&!i^F-!F3?6!61$85'!3*/!+#$@/&!)G!
C)55%&6!68/+3!)+!3*/!/+31&/!7%$8%1B+!%6!%!&%31)+!3)!3*/!+#$@/&!)G!C)55%&6!1+!
&/2/+#/!B/+/&%3/C-!j)&$%5!&%31)6!%&/!@/3H//+!=M=<!%+C!=M;<-!^2/&!=M;<!')#!%&/!
C)1+B!/T3&/$/5'!H/55-!
!
.%$8%1B+!85%+!P)#351+/QK!
f)%56!`!)@9/7312/6!
>%&B/31+B!%+C!5163!6/5/731)+!
^GG/&!63&%3/B'!%+C!68/71G17!)GG/&6!
.)+3%73!63&%3/B'!
.&/%312/!P6//!7&/%312/!@&1/GQ!
>/631+B!85%+!%+C!&%31)+%5/!
i/68)+6/!*%+C51+B!`!G#5G155$/+3!
V/%C!7&13/&1%!`!U#%51G17%31)+!8&)7/66!
"%5/6!*%+C)GG!8&)7/C#&/!
R5)H!7)+3&)5!
R5)H!7*%&3!
W#CB/3!
,/%6#&/$/+3!)G!%7312131/6!%+C!&/6#536!
!
.&/%312/!@&1/GK!
>%&B/3!%#C1/+7/!C/67&1831)+!
0/'!G%73!
X*%3!$%&A/31+B!8&)@5/$!$#63!3*/!7%$8%1B+!6)52/k!
X*%3!16!3*/!)@9/7312/!)G!3*/!7%$8%1B+k!
X*%3!16!3*/!$)63!1$8)&3%+3!@/+/G13!)&!8&)$16/!)GG/&/C!@'!3*/!751/+3!3*%3!3*/!
3%&B/3/C!%#C1/+7/!$#63!@/51/2/k!
X*%3!G%736!6#88)&3!3*16!@/+/G13!)&!8&)$16/k!
X*%3!+/B%312/6!$%'!3*/!3%&B/3/C!%#C1/+7/!713/!%@)#3!3*/!@/+/G13I!8&)$16/I!)&!#6/!
)G!3*/!8&)C#73!)&!6/&217/k!
X*)!16!')#&!7)$8/3131)+k!
X*%3!%&/!3*/!%C2%+3%B/6!`!C16%C2%+3%B/6!)G!3*/!8&)C#73!)&!6/&217/k!
X*%3!%731)+!C)!H/!H%+3!3*/!3%&B/3!%#C1/+7/!3)!3%A/k!
X*%3!63%B/!)G!3*/!@#'1+B!8&)7/66!%&/!H/!3%&B/31+Bk!
X*%3!)GG/&6!C)!H/!G//5!1+713/!3*/!3%&B/3!%#C1/+7/!3)!3%A/!%731)+k!
X*%3!3)+/!%+C!$%++/&!6*)#5C!3*/!C1&/73!$%&A/31+B!*%2/k!
X*%3!13/$6!%&/!$%+C%3)&'k!
])H!H155!3*/!6#77/66!)G!3*/!7%$8%1B+!@/!$/%6#&/Ck!
!
16. X*%3!7%+!@/!3/63/Ck!
V163!
^GG/&!
"/U#/+7/!%+C!G&/U#/+7'!
.&/%312/!
!
>*&//!$/3*)C6!)G!3/631+BK!
=- SMW!68513!3/631+B!
;- aT8/73%31)+!3/631+B!P%$)+B!6$%55/&!6%$85/Q!
N- R)7#6!B&)#8!
!
,%A/!6#&/!3*/&/!16!/+)#B*!C12/&613'!1+!3*/!3/631+BI!6)!')#!H155!B/3!75/%&!3/631+B!&/6#536-!
!
.%6/!63)&'K!B#153!H)&A6!P3*/!C)55%&!G)&!7)$85/31+B!3*/!6#&2/'Q-!
!
E>)!B/3!6%5/6!%88&/71%3/!3*/!5/%C6!3*/'!6*)#5C!@/!$)&/!51A/!&%&/!/%B5/6!3*%+!7)$$)+!
81B/)+6J!PV/66!16!$)&/!Q!
!
S!63#C'!@'!L/&G)&$%&A!6*)H/C!3*%3!1G!3*/!&/68)+6/!31$/!H%6!%77/5/&%3/C!3)!3H/+3'G)#&!
*)#&6I!3*/!&%3/!)G!7)+2/&61)+!3)!6%5/!&)6/!@'!%+!/'/!8)881+B!6/2/+!3)!3/+!31$/6-!
!
"/+C1+B!7)+G1&$%31)+!$/66%B/6!3)!&/68)+6/6!H)&A6-!o)#!)8/+!#8!3*/!)88)&3#+13'!G)&!
3*/!8)3/+31%5!7#63)$/&!3)!%6A!%!G/H!$)&/!U#/631)+6!%+C!H*/+!')#&!G#5G155$/+3!8%7A%B/!
%&&12/6I!3*/!8)3/+31%5!7#63)$/&!8%'6!75)6/&!%33/+31)+!3)!13-!
!
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. 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. 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-!
!