AGGREGATE: BUILDING YOUR SPHERE
We’ve set our sights on the ultimate goals we seek to achieve. We’ve laid the foundation of your overall relationship marketing efforts: being consistent in your behavior over the long term. To prioritize your relationships, add value to them, and systematize your efforts to engage, we need to know who these people are—not just from a superficial name/contact perspective but on a deeper level. In this chapter, we’re going to lay out tactics to get that broad and deep database in order.
If relationships are a core asset to your business, you should be treating your database the same way you do your bank account. ...
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