What Drives Profitability
Glen Petersen - March 21, 2006

Introduction

Businesses normally approach marketing as an art form as opposed to a measurable process. Outdated modes of measure, such as past purchasing patterns, and other by-gone bits of data are used to project sales, which unfortunately do not aid accurate planning. The total customer experience, which spans from sales to field service, comprise the go to market process. These functions define the customer's sense of the value received, but do not provide an accurate window into the realities of the marketplace...