The integration of direct marketing and field sales to form a new B2B sales coverage model


  • John M. Coe

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    • JOHN M. COE is president and founder of the Sales & Marketing Institute in Scottsdale, AZ. He has logged 15 years in sales and sales management and 20 years in B2B direct and database marketing, and is the author of The Fundamentals of Business-to-Business Sales & Marketing, published by McGraw-Hill in 2003


Today's sales organization operates in a much different environment than that of the past. Sales and marketing must work together for the organization to operate at peak efficiency. It is only with such integration that sales can focus on the customers and channels most likely to provide the revenue necessary to reach their goals. The 21st century sales coverage model is built upon a multistepped process which integrates the tools and techniques of direct marketing with measurements, quantifiable business benefits, and capabilities that help salespeople remain fixed to an optimal set of goals. The process includes (a) benchmarking the existing sales and marketing process, (b) establishing gaps between the benchmarks and company goals, (c) developing required capabilities to close the gaps, (d) engineering the new sales coverage model, and (e) executing, measuring, and adjusting the model. While seeming to be deceptively simple, this framework realigns the sales organization to make best use of the company's full resources and capabilities. © 2004 Wiley Periodicals, Inc. and Direct Marketing Educational Foundation, Inc.