The Two Last Steps: Implementation and Tracking and Analysis

Segmenting and developing account strategies are the planning steps of precision selling. The implementation and tracking and analysis steps ensure that plans are executed and that there is institutional learning about what works and what does not. Capturing institutional learning ensures that energy is used effectively by utilizing the best practices across the sales force. At the micro level, it ensures that the precision selling process is resilient in the event of salesperson turnover or account reassignment.

In consumer markets, many promotional programs, such as advertising, are still broadly delivered. The marketer's challenge is to enhance a program's effectiveness by selecting ...

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