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What are the steps to develop a marketing database?
I. Definition of Data
| 1. |
Customer |
| 2. |
New Customer - Sampling |
| 3. |
New Customer - Quotation |
| 4. |
Competitive Account |
| 5. |
Prospect |
| 6. |
Suspect |
II. Planning
| 1. |
Review of existing database usage |
| 2. |
Review of current computer database formats |
| 3. |
Sales process audit |
| 4. |
Review of overall marketing plan |
III. Building
| 1. |
Creating an active comprehensive universe from identification
of product niche market segments and a central depository by funneling
all forms of inquiries and prospects into the Marketing Department
| a. |
web-based |
| b. |
advertising/direct mail/publicity inquiries |
| c. |
active sales contacts from field sales reports |
| d. |
telephone marketing leads |
| e. |
lists |
| f. |
customers |
| g. |
competitive accounts |
| h. |
trade shows |
| i. |
other |
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| 2. |
Entering selected prospect data into the computer, utilizing format
of current databases |
| 3. |
Create action plans to systematically analyze and use database |
| 4. |
Create action plans to track results and evaluate ROI |
IV. Current & future uses
| 1. |
Ongoing source of sales leads |
| 2. |
Territory management tool |
| 3. |
Develop marketing strategies based on current factual information |
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