Know Your Objectives Before You Mail
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Phil Minix
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If you aren't clear what the overall company objectives are, then make sure you press to find out. If these can't be articulated by anyone in the company, then there is some important work to be done. Are you trying to grow top line sales? Increase the size of the housefile? Increase profitability dollars or profitability percentage? A combination of all of them? Each of these objectives requires very different actions from the entire catalog team, and every department in the company can make an impact on the outcome.
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