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Jupiter study shows power of marketing

Published on .

New York--Jupiter Research released a report late Wednesday saying b-to-b companies ought to focus as much effort on sales and marketing materials as they do on transactions. The New York-based research company called on companies to develop systems that take information from transactions to suggest additional purchases (cross-sell) and predict future sales opportunities. "Business-to-business players must focus on effectiveness, not just efficiency," said John Katsaros, VP-senior analyst with Jupiter Research. In the report he coins the term "transactionalization," which "takes us beyond the cost savings of a transaction and allows businesses to improve their effectiveness."
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