The B2B Refinery
Subtitle: An executive guide for improving go-to-market ROI through greater sales and marketing efficiency.
Edition: 1st
Publisher: WingShare Press
Published: June 2005
Place of publication: United States
Format: Paperback
Number of pages: 249
ISBN-13: 9780976864707
Subjects: lead generation and lead management
Genres: business marketing
First sentence: At the turn of the twentieth century, manufacturers began to discover the efficiencies of mass production.
Description: An advanced look at operationalizing a scalable set of systems and processes to generate demand and manage leads.   The book covers key organizational challenges, financial considerations, and CRM / eMarketing issues faced by larger business-to-business companies selling more complex products and services through both direct and indirect channels.  Key topics include practices for aligning sales and marketing so that leads increase sales productivity and marketing receives closed loop feedback from sales, the need for information standards and automated methods for data transport, data hygiene, data enhancement, and data distillation.  The book also covers direct response marketing tactics, including the application of direct response marketing and database marketing to the internet, particularly for creating "Digital Dialogue" to generate demand and to nurture inquiries into leads.  Keys to effective contact strategy and the deployment of more expensive resources, like tele-prospecting and tele-qualification are also covered in the book.