When other executives were asked to react to this concept of involving customers in a consensual marketing and database building process, nine out of ten endorsed the idea. In fact, the same number said they would be willing to act as their company's primary contact to define their communication needs. Early results from applications of this approach are encouraging. Figure 1 illustrates the IDM view of the New Marketing Equation for the 21st century, showing the importance of the consensual database in driving double-digit response. Seven Steps to a Consensual Database Practical experience implementing consensual database marketing for large and growth companies has led us to develop the following guidelines.
Marketing is judged by the gross volume of leads produced.
Sales is measured by net sales or net revenue generated. They often regard leads from marketing as low in quality and a waste of time. It's no wonder these two groups don't often share a table at the cafeteria. This last group tends to have an arms-length involvement in either marketing's or sales' concerns. Yet each has expertise that must be integrated into a truly effective marketing process.