The weak economy, as well as skepticism regarding information technology in general and RFID in particular, can make it difficult to crack into corporate accounts and win big contracts. Compounding these challenges is the gap between sales and marketing at most RFID technology companies. Traditionally, marketing has taken a “more is better” approach to lead generation. However, given today’s sales challenges, many salespeople would prefer marketing to focus on generating high-quality leads—and to develop measurable and repeatable processes that result in improved communications, shorter sales cycles and higher revenues. To address that gap, RFID Journal has invited Bob Basmadjian, founder and principal of Spectrum Marketing & Communications, and John Burnell, principal of Burnell Reports, to share key findings of two recent marketing studies, and to offer their insights for improving your company’s lead-generation capabilities. Presenters: Bob Basmadjian, Founder and Principal, Spectrum Marketing & Communications; John Burnell, Principal, Burnell Reports; and Mark Roberti, Founder and Editor, RFID Journal
