Recently, I came across an interesting column in a national marketing publication. The writer indicated that marketing programs don't perform well because of 'business marketers' dogmatic belief that 'selling is the only form of marketing I need to do.''
This is an amazing statement because our experience at Graham Communications is quite different. As we see it, the problem is failing to achieve the benefits of marketing because the emphasis is always on sell, sell, sell.

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Motivating support staff to help generate sales expands the network of potential customers. Here are some tips for putting together and operating an effective lead-generation campaign.

Reward them for leads as quickly as possible. If the payoff is quick, non-sales employees will be more motivated to provide leads.

f you were managing a start-up band, would you depend solely on Lady Luck? Would you rely on Fortune dumping a great songwriter/arranger in your lap, great musicians who can actually get along, and a strong, powerful record company backing you? Would you just wait without searching for talent, obtaining signed contracts, securing studio time, or acquiring any backing? Of course not. Chris Burand wonders why so many agency principals take this approach to getting good producers.