The information in your database provides you with a detailed picture of the market and allows you to answer questions such as:
- Who are our most important customers?
- How many are there?
- What characteristics do they have?
- What other prospects have similar characteristics?
- Are we generating the maximum amount of business from each customer?
- Are we maximizing the business opportunities from each customer contact?
- Do we really know what our customers want?
- What factors and marketing activities affect their buying behavior?
- Can we identify every product our customers might use?
- Do we know every transaction they might want to make?
- Is information available to everyone who might need it?
- Is our organization giving the right information to the marketplace?
- What would happen if we varied our marketing spend or used different marketing channels?
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