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March 23, 2004


david foster

What on earth would it actually *mean* to "build revenue engines and not sales organization?

"Replace soft selling metrics like satisfaction, delight, recall and impressions with hard campaigning metrics like objectives, revenue and margin." I have never heard of a sales organization that *didn't* have revenue as a metric. And, if this refers to advertising and other marketing activities, the problem of assessing revenue impact of an ad or other marketing program is nontrivial to put it mildly.

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