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Marketing by the Numbers by Bob HEYMAN, Leland HARDEN

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CHAPTER 4Mapping MarketingROI to the SalesFunnel

WHETHER YOU ARE B-to-B, B-to-C, or a nonprofit, your marketing efforts can be viewed through a technique called the sales funnel. We recommend you try this, visually and organizationally, to help to fine-tune the ROI of all your marketing investments; it will provide a very clear picture of the value returned for specific segments of your marketing spend. Nearly all forms of marketing—even the elusive word of mouth—can be placed within a sales funnel.

Marketing, at its heart, is geared to lead generation. Lead generation spurs sales, and sales departments—whether they are down the hall or in a call center in another continent—have many tools at their disposal to track leads and determine sales ...

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