The most potent marketing mantra these days is that everything is about databases. But having a database is one thing; understanding it and ferreting out likely prospects is quite another.
That was Joe Somma’s mindset when he arrived at Independent Health two years ago as director-market intelligence. But what he found at the midsize health solutions company, headquartered in Buffalo, N.Y., was a sales staff burdened by an inefficient process of separating good prospects from bad.
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