It seems like forever that financial professionals have talked about “marketing and sales” in the same breath, but in reality most professionals practice 99% sales and 1% marketing. That mix makes it harder to succeed because it lacks the synergies that marketing and sales can produce when they work together.

Because you need reliable current market data to pursue effective marketing strategies, this problem isn’t necessarily your fault. For the most part, the financial industry hasn’t put useful market data at the fingertips of sales managers and producers. However, if you work in the group insurance or executive fringe benefit markets, those days are over.

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Peter Westerman


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