White Paper: How to Help Sales & Marketing Work Together

Quinlan

As noted in the AMA St. Louis Roundtable white paper “Sales Is From Mars and Marketing is From Venus” (March 2005), it is more effective in the long run when both marketing and sales-side people call on clients together. Sales and marketing people may meet with different individuals at the client location, but they will still be working together… rather than communicating with one another after the fact, trying to reconstruct the scenario and client/prospect discussions.

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White Paper: The Top 12 Steps to Measuring ROI

Quinlan

As business owners, managers and accountants sit down to take stock of their respective budgets, the first place they look is the major expense column. And the major expense item most difficult to quantify in terms of value provided is the cost of marketing products and services. Following are some ideas to keep in mind when your company seeks to apply ROI to the marketing effort.

  1. ROI is not (and can never be), an exact science!
  2. ROI is a great tool when used in specific ways for specific reasons.
  3. Measuring ROI poses difficulties when applied to complex processes, especially those involving a long sales cycle.

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