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The Invisible Sale: How to Build a Digitally Powered Marketing and Sales System to Better Prospect, Qualify and Close Leads by Tom Martin

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2. Living Inside the Database

One of my biggest regrets when I moved from using a PC to using a Mac was the loss of my beloved ACT! contact management system. Oh, how I loved ACT!. In my early days running business development at Peter Mayer Advertising (late 90s) in New Orleans, I discovered the power that a full-fledged contact management system such as ACT! can have on an ongoing outbound business development program.

I could program the first 18 months of a prospect’s life in my business-development program. With the click of a button, I could assign a contact to the New Prospect outbound marketing schedule and create all the to-do items in my calendar.

Then each morning, I simply needed to open my database and click on my To Do list. There ...

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