Marketing Excellence Presentation: Moving Beyond Referrals: Profiling Increases the Probability and Predictability of Results (part 3)

Marketing, like anything in life, is about minimizing the “Risk and Spend” of any opportunity. The keys to marketing effectively for fast-growth B2B enterprises are:

1. Profiling – create a highly profiled market asset (database) which Ephor calls the “Prospective Business Pool”;
   
2. Increase the Probability of sales using a “Portfolio” approach by not relying on one sales person or one sales tactic;
   
3. And increase the Predictability of Results with technology, refined processes, and a continuous improvement metrics based process.