As we’ve mentioned before, profiling your internal data is the best way to build a database of prospects. But before you can start these profiling activities, there are a few elements you should have in place first.
Keep it simple, but create a plan that addresses:
If you have to eliminate another marketing activity to devote more time to profiling – do it.
Data profiling takes a top down, companywide commitment and investment, starting with the acknowledgement that profiling is a critical piece of your business development strategy. Those in leadership positions throughout the company should be on board with this venture, even those who aren't necessarily involved in its execution.
If you’re using anything other than a CRM system for your data, you won’t be able to successfully profile your data. Make sure you budget time and dollars to implement and maintain your in-house CRM system.
Tip: Hire a part-time employee to help profile your database once a year. Summer is an ideal time to reach out to targets, since business might be slower and there may be more interim employees available.