B-to-B Cataloging: Four Ways to Coordinate Marketing and Outbound Sales
For long-term goals, such as customer reactivation, the direct marketing team identifies customers for reactivation by RFM segment. These are customers who won’t buy very much. So a commission-compensated sales staff won’t be excited about them, and rightly so. If your paycheck was commission-based, you’d want every phone call to count, too. In these situations, smart sales directors offer an incentive that’s not necessarily based on sales dollars.
- People:
- George Hague
- XYZ
- Places:
- Mission, Kan.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
