Your first question when looking at your selling processes should never be “How can we make this process easier for the company?” But rather “How can we make this process easier and more convenient for the customer?”

They are realizing that strategically driven direct marketers had it right all along. It's not just about demand generation, positioning or branding as important as these all are

From time to time, clients and prospective clients ask me for general direction on a wide variety of direct marketing subjects.

What made this news so perplexing was that we applied everything we knew for improving the client's direct marketing program.

As a Key Performance Indicator (KPI), Return on Investment ranks high on the list. But High performing ROI campaigns must balance with other critical performance requirements.

Social Media Shouldn't Get a Pass on Sales Performance Social engagement, behavioral marketing, interruptive marketing... we are drowning in a sea of catchy terms that often repeat what we have always known. Today's digital marketing opportunities bring customer word-of-mouth selling to a new

Advertisers have always had to cut through the clutter to succeed. But with growing email volumes, PPC, mobile marketing, and now social media, getting attention in the morass has never been more challenging. Direct mail thrives in this environment because it has less competition, enjoys unprecedented targeting capabilities, and enjoys greater prestige due to its perceived higher cost of entry than many digital opportunities.

Content marketing is yet another term-of-the-month that defines a social marketing credo: "Give customers and prospects the information without selling and they will come running to buy from you".

The other day at a networking session, I met a highly skilled and seasoned sales trainer. During our conversation he made a comment that gave me pause. I had mentioned that marketing drives sales. He promptly disagreed with me saying that the opposite is the case and that sales drives marketing. From his perspective, marketing was a support to sales. I suppose there exists a number of executives and even marketers who see the world through this lens…