B2B Lead Generation Articles on Affordable Transaction Economics

• Affordable Transaction Economics
  B2B Marketing Confidential | Sep 07, 2010 | Permalink
  I'm always looking for more scientific ways to spend money on marketing, as people who consistently read this blog  know.  I spend a lot of time looking at Return on Marketing Investment (ROMI), for example.  Lately, I've been dealing a lot with pipeline marketing strategy, and I stumbled upon something that is probably fairly obvious, but I thought I'd outline it formally.  My friend and mentor Tim Furey wrote a book in 1999 called The Channel Advantage.  It was a great book, and its simple premise was "match the transaction to the channel that can afford to handle it."  There were other key ideas, but this was the one that stuck.  In other words, rebuy channels go through e- and tele-channels, big new servers through face-to-face.  The reason, simply, is that it costs $10 to take an...
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