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September 19th, 2002

Customer Message Management:
Increasing the Impact of Marketing Support on Sales Effectiveness

Current AMA members will receive PDMA rates by stating that they are members when they register.

Speaker Bio:
Tim Riesterer is Chief Marketing Officer for Ventaso, a San Francisco based provider of CMM software and consulting services. He has 15 years experience in providing Marketing and Sales support to world-class, business-to-business companies in a variety of industries. Current clients include American Express, EDS, FedEx, IBM and Cisco and others. Tim is also the host and moderator of the American Marketing Association's Customer Message Management Forums.

Focus:
Customer Message Management is an emerging approach to creating, delivering and managing more sales-ready, customer-relevant messaging. Did you know that up to 90% of the messaging and content created by Marketing in the name of Sales support goes unused by the field? The result is wasted Marketing investment; corrupted or lost selling time; and ineffective presentations resulting in poor close rates.

Some companies have calculated this to be a $multi-million a month problem. And, they point the finger squarely at the lack of useful Marketing messaging and support. Note: they do not claim a lack of information -- because there is more than enough. They specifically point to the lack of accessibility and utility of the information.

Here's the two most common reasons given:

1. It does not conform to the way we've been trained to sell
2. It does not reflect the conversations we are having with customers

Tim's Customer Message Management (CMM) presentation introduces the concept and principles behind CMM, which is specifically designed to help companies create more sales-ready, customer-relevant messaging. Additional information can be found at http://www.cmmforum.net/index.asp .

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