In the direct marketing industry, a quality product is mission critical. Quality ensures project success by increasing the return on every marketing dollar . More importantly, though, efficiencies are gained in the sales cycle as the sale becomes more fact based.
A majority of our work involves new business lead generation. There are two major problems with most lead generation programs. Either the lead is suspect from the beginning. That is, the customer never was "Sold." Or the lead is not worked in the field. Either of these will doom a lead generation program.
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