You've got to know your market and understand what it takes to make them happy.

Marketing isn't the softer side of sales, it's the first opportunity you and the sales team behind you have to deliver a killer message right in to the heart of your market. Make some waves. Uncover a need they didn't know they had. Drive new blood into your business.

Here at CPiO we are no different. We have to dissect our market, uncover leads and justify our marketing spend just like any other marketing department. And tracking our activity is key to this. That's why we are in a strong position to help you understand the benefits of initiating a simple CRM strategy in your business to maximum effect. It isn't rocket science, but some companies focus on CRM technology without understanding what it is trying to achieve.

We want to change that. We want CRM to be a simple affair and one that turns you from a 'getting by' kind of business to a real success story.

Can you answer five questions about your marketing strategy?

• How much importance is placed on new business lead generation within your company and how do you measure the cost of a lead?

• How do you communicate with your target audience and how do you then track the effectiveness of your campaign?

• How can you trace incoming enquiries back to marketing activity?

• How do you measure the hits to your website and how do you liaise with sales people to ensure quick follow up?

• How do you support the sales team in their efforts to close a deal?