What we mean by a well-qualified list:

1. The right organisations & people are on the list
2. There are enough of them on the list (High 100's to low 1000's)
3. The organisation information is correct
4. The decision makers information is correct
5. They are well aware of you because:

• You have communicated with them regularly with appropriate messages over a period (6-9 "touches")...
• ....Ideally to the point where, if they have a need, they only think of you and pick up the 'phone!...
• ...Or, at least, you are invited to be on the short list.

In our experience most hi-tech SMEs:-

• Have far too few contacts on their list
• Their list is  also massively out of date...
• ...and has not been used for marketing communications.

The importance of Marketing Communications

This is called "MARCOMS" in the text books. It is quite distinct from sales pipeline communications. MARCOMS is the means by which you make the series of "touches" by which you raise awareness in the potential customers minds to the point where you are accepted at least as part of the scene, and preferably as the preferred supplier...

Think fishing:

• MARCOMS is laying the ground bait to make the fish happy with "your" spot
• Sales pipeline is then fishing in "your" spot with hooks!
• If you just put a hook in unannounced, you will frighten the fish away -except for the starving ones, and starving fish have no money....

Back to The Marketing Process

Forward to the sales pipeline process