Jeff Kostermans

Measure the Application’s Performance Against Your Key Objectives

When you add up the total hours that go into the evaluation process of vital technology purchases like CRM applications, it's truly amazing that failure rates are still considerably higher than success rates. In most cases, this is not a reflection of the software. There...

Align Marketing Efforts to the B2B Sales Process

Executives at Belgium-based Barco Visualization Systems recognized that the company's sales force automation application had its limits. The sales staff did not think highly of leads generated by marketing; marketing could not justify lead-generation investments in terms of increased ROI; and the only insight...

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