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Fundamentals of b2b sales and marketing coe
- 1. ! ! ! ! ! ! ! ! ! ! ! ! "#$$%&'! ! !"#$%&'#(%)*+,-++ ."*/#'**+(,+."*/#'**+ 0%)'*+1+2%34'(/#5+ ()*+!,-!.)/! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ()*+!01213!4!,#53167)8/! 9)*+:$#53167)8/-+5! ,%&7*!;<=<!
- 2. 1. Why is it so tough to Sell Today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• ES3!5%&B/!7)$8%+1/6!H*/&/!7)+3&%736!%&/!+/B)31%3/C!%+C!7)$85/T!6/&2171+B!16! &/U#1&/CI!%!6%5/68/&6)+!63155!*%6!2%5#/J! • PV%7A!)GQ!31$/!16!3*/!6%5/68/&6)+?6!/+/$'! • W#'/&6!+)H!%&/!G%&!$)&/!/C#7%3/C! • >*&//!6%5/6!216136!8/&!C%'!16!+)H!3*/!+)&$!PT!;<<!C%'6!%!'/%&Q! ! =7 8,&&"#/>%(/,#+>)"(('3+/*+?/5?+%#$+5'((/#5+:,3*'+ • X/!6//!)&!*/%&!OI<<<!3)!YI<<<!$/66%B/6!C%15'!PSC2/&3161+B!SB/Q! • F+!3*/!)GG17/!H/!&/7/12/!#8!3)!;<<!$/66%B/6!C%15'!PL13+/'!W)H/6Q! • EX/!*%2/!@/7)$/!%+!)2/&!7)$$#+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-! !
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• 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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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&//!
- 10. o)#&!)GG/&!6*)#5C!%5H%'6!7%&&'!%+!/T81&'!C%3/D! ! V/%C!C/2/5)8$/+3!P+#&3#&1+BQ!)GG/&6K!H*%3!)GG/&6!H155!$)2/!@#'/&6!G&)$!)+/!3)!%+)3*/&! 63%B/!)G!3*/!@#'1+B!8&)7/66-!F+G)&$%31)+!)G!2%5#/!)GG/&6!H)&A!@/63-!s%5#%@5/!%+C! )@9/7312/!1+G)&$%31)+!3*%3!H155!/+%@5/!3*/$!3)!$%A/!@/33/&!C/7161)+6I!%C2%+7/!1+!3*/1&! 7%&//&!%+C!/2/+!B/3!8&)$)3/C-! ! >*/!@/63!51636!G)&!%!C1&/73!$%15!7%$8%1B+K! =- .#63)$/&!5163! ;- V163!)G!%55!)5C!1+U#1&1/6! N- i/68)+6/!51636! O- .)$815/C!51636! ! L/)85/!&/G5/73!%!+//C!3*%3!3*/!7)$8%+'!*%6I!@#3!7)$8%+1/6!*%2/!+/2/&!@)#B*3!%+'3*1+B-! >*/!8/)85/!1+!3*/!7)$8%+'!@#'-!
- 11. 6. High-yield lead qualification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jc!)+/!H*)!H%+36!3)!6//!%!6%5/68/&6)+I! 85#6!16!1+!3*/!5%3/&!63%B/6!)G!3*/!@#'1+B!8&)7/66!%+C!H%+36!3)!8#&7*%6/!1+!3*/!+/%&! G#3#&/-! ! ! S!63/8@'63/8!8&)7/66!G)&!5/%CU#%51G17%31)+K! 67 G#K"/3<+*>3''#/#5+ %- ^#3@)#+C!$/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$/+3!6'63/$! 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! !
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