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December 20, 2006

Defining a Lead

John Neeson of SIRIUSDecisions suggests that agreement on sales lead definition between marketing and sales is critical to the success of any demand creation program. Once the sales lead definition is established, it is possible to apply a set of nurturing tactics to move and track a lead through the buying process. Most critical is the criteria for a 'sale ready' lead versus a lead that still requires engagement via the marketing group.

I use many strategies for defining leads with my clients. If you are new to the process, consider using the Sirius Decisions Lead Spectrum as as your guide.


December 01, 2006

Direct Marketing growth fueled by online

DM to Bolster Economy in 2007
The Direct Marketing Association, in presenting the findings from their study, The Power of Direct, at the recent DMA06 convention, said that DM driven sales are expected to slow somewhat in 2007, but not as much as total U.S. sales.

Ken Magill, in summarizing part of the report, notes that direct marketing spending is expected to be $175.2 billion in 2007, up 5.2% from $166.5 billion in 2006. Also, direct marketing-related sales are expected to grow 6.5% in 2007 to $2.064 trillion, according to the DMA.

Peter Johnson, the DMA's vice president of research and market intelligence, said "While direct marketing-driven sales are expected to grow 6.5% in 2007, total U.S. sales are expected to grow 3.9%... with direct marketing's superior growth rate into 2007, direct marketing will help bolster the economy."

Direct marketing is expected to account for 10.3% of U.S. GDP in 2007, according to the DMA.