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B2B sales and marketing executives have been hard-hit by increasing sales demands, plummeting budgets, and highly touted techniques that promise more than they deliver. The Fundamentals of Business-to-Business Sales & Marketing shows executives how to integrate traditional B2B selling methods with effective and proven new technologies.
Covering database marketing, microclustering, accurate ROI measurement, and more, this no-nonsense book provides a dynamic, hands-on approach for selling more while spending less, and meeting today's relentless revenue and margin demands.
|1||Why Is It So Tough to Sell Today?||1|
|2||The New Sales Coverage Model||17|
|3||The Start: Profiling and Targeting the Market||51|
|4||Segmentation for Communications||71|
|5||Redesigning the Inquiry-Generation Process||95|
|6||High-Yield Lead Qualification||113|
|8||Up-Selling/Cross-Selling and Creating Customer Loyalty||141|
|9||Campaign Planning and Execution||151|
|10||How to Build Your Company's Database||175|
|11||How to Measure to Results That Will Sell Management||193|