May 2010
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picture of Andy Brownell, LeadMaster CMOWelcome to the May edition of the LeadMaster newsletter.  The topic for this month is Marketing Automation. 

I'm pleased to have James Obermayer, the Executive Director of the Sales Lead Management Association as a guest columnist this month.

Before we get to the this month's newsletter let me tell you a little about the SLMA. 

The SLMA has

  • 2380 members world-wide (membership is free)
  • 209 articles on all facets of sales lead management
  • 15 white papers

Their most recent white paper, the subject of this month's newsletter, explains why marketers deceived themselves and have accepted a sales inquiry follow-up average of only 10-25%, which in any other area of business would be a  failure.  The author, compares the reasons for failure of the space shuttle Columbia and Toyota with businesses that waste 75% of their marketing budget. 

It is a compelling argument and a worthwhile read.

Andy Brownell
LeadMaster, CMO


Why the Space Shuttle Columbia, Toyota’s Auto Recalls, and Inquiry Dormancy Are Related

How Normalized Deviation Destroys 75% of Marketing’s Efficiency

 by James Obermayer, the Executive Director of the Sales Lead Management Association

The term ‘Normalized Deviation (ND) surfaces most prominently during discussions of product defects.   Stated in the simplest form, ND (sometimes referred to as standard deviation) is a sociological phenomenon where, over time, defects in manufacturing or processes become not only acceptable, but in some cases are considered ‘normal.’  In these situations, we become so used to seeing a high number of defects that we adopt a form of self-deception.  The most prominent example in business-to-business marketing is the practice whereby 75-90% of all sales inquiries are left dormant (not followed up).  More about that in a few paragraphs.

Two prominent instances of ND involve the destruction of the Space Shuttle Columbia and Toyota’s recall issues.   Let’s look first at the Space Shuttle Columbia example.

Click here to download the entire white paper.

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