Standards don’t exist for B2B data, or for sales tech and service tech. That’s a problem for software vendors AND the companies that use their software.
Okay, you bought in. You’ve read the post on the benefits of taking a contacts only approach to CRM, the one on challenges you’ll need to work through if you don’t use leads, and my last post on mechanizing a contacts-only CRM strategy. This post is about how to assess your current lead management process and how to […]
How do you actually mechanize a contacts-only approach to CRM? Ideally, it’s from the start on the first day you activate your CRM. Most of us, all right, pretty much 99.8% of us, don’t have an opportunity to set up a new CRM from scratch without legacy data. This post brings you through my experiences […]
In B2B marketing and sales you aren’t engaging one person, you’re engaging a buying center. That’s B2B Marketing and Sales 101 and the concept of what comprises a buying center is thoroughly explained in hundreds of college text books and thousands of articles and blogs. The dynamics of buying centers and why they’re critical in […]
Articles on data are typically about how to enhance, improve, or manage data accuracy. Data accuracy is important, it is critical, but it’s only one facet of the broader theme of data usability. The data you have might be 100% accurate, but it still might not be worth much at all if it isn’t usable. […]
Mulch volcanoes (mulch piled up 6”, 8”, 10” up the side of a tree) is a common sight in gardens and lawns across the country. And, while it keeps weeds from coming up and looks good, people not in the know mimic this practice. It turns out this is a bad practice to follow (unless […]