A well-thought out, comprehensive ROI (return on investment) marketing and sales program is becoming a must in today's difficult business to business (B2B) software market. However, few companies seem to be investing appropriately. The first mistake they make is to try to keep costs down by attempting to create an ROI program internally. It's a sure way to waste value people, time, and effort. If you want a significant return on your ROI sales and marketing investment, hire an expert.
Proof Is in the ROI Introduction In helping clients develop their marketing position, I tell them that sooner or later, they have to dig down to uncover the truth about their products. Not what they think (and hope) is the products' true nature and value, or what it was designed to be, but the real, bedrock truth. Digging takes effort, and you may not find what you thought was down there. But it's necessary, because you had better be able to prove any claim you make. Positioning depends on being able