Reaching your market usually involves some kind of lead generation, qualification, proposal and sale. Expressing this as a process, or sales funnel, makes it easier to focus on the best prospects, estimate sales revenues and measure success.
As customers pass through this process you can start to measure the success of each step: What percentage of emails sent result in a request for more information? How many inquiries lead to a quote? How many quotes lead to a sale? How much revenue is generated from each mailing?
This makes it easier to identify ways to improve your sales process. If too few inquiries are coming in, the problem exists in the early stages of the process-list selection or mail-piece design, perhaps. If too few quotes lead to a sale then pricing could be the problem.
Once you learn the average number of leads that result in a quote and the number of quotes that result in a sale you can forecast sales much more accurately.
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