After attempts to increase sales had failed, a US high tech B2B steel products manufacturer leased a mailing file database, acquired the appropriate data from it, and used it to guide the sales effort. The firm matched the Standard Industrial Classification (SIC) codes for each of the 50,000+ firms in the database with a list of codes representing its own range of capabilities. This identified about 6,000 prospects. The company evaluated its current customers in terms of their estimated lifetim...

BPIR Categories

1.1.6 Analyse customer data
4.1.1 Identify market segments & target customers
4.2.1 Manage sales & sell products & services

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