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.

Contents

• Why is it so though to sell today ?
• The new sales coverage model
• The start : profiling and targeting the market
• Segmentation for communications
• Redesigning the inquiry-generation process
• High-yield lead qualification
• Sales conversion
• Up-selling / Cross-selling and creating customer loyalty
• Campaign planning and execution
• Hox to build your company's database
• How to measure the results that will sell management
• Resource directory
• Index