CRM: Tapping Into the Power of Your Database

Vice president of sales and marketing for cataloger Delta Education, Mary Ann Kleinfelter, says tracking should begin with chronicling customer behavior, tendencies and preferences.

“You could be selling a lot of widgets in your catalog and be in blissful ignorance because what you don’t know—if you’re not in tune with your database—is that the widget buyers may buy from you once and never buy again. It may be that the gadget buyers are the ones who will continue to buy from you for years and years and will sustain a long-term, profitable business,” she says.