Managing your marketing
Sales isn’t voodoo – it’s a business operation to be understood and used to drive growth, writes Ray Collis
Ultimately, the success of any business rests on its ability to acquire and retain customers at a profit. Yet in spite of its importance the core capabilities and processes around customer acquisition and retention are typically less well understood and even appreciated by senior management than in other areas such as production or finance.
Indeed, at the board table marketing and sales are often seen as a dark art – they are considered vague, and...
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