Circulation Strategies That Measure Up

It’s also true that many b-to-b catalogers who coordinate mailed efforts with outbound telemarketing, e-mail campaigns and sales calls will have more difficulty applying orders to the correct channel without conflict among managers. Salespeople will want credit for as many sales as possible, as will your catalog managers. And don’t forget your Internet manager whose business will grow even if he or she does nothing. You need a plan for categorizing sales prior to mailings. Stick with the plan to the end.