Marketing Is What Differentiates Us —Michelson

Printing Impressions wants to be a resource to help you along the way, partly by publishing a new bimonthly expert column that begins with this issue. As Cary Sherburne points out in her debut column on page 60, marketing is what really greases the wheels for the selling process. Sherburne should know, given her many years of strategic marketing and sales experience working for companies like Xerox, Indigo, IKON and CAP Ventures. Her first effort provides pragmatic advice on how targeted direct mail campaigns coupled with telemarketing efforts can free your direct sales force from wasting their efforts making fruitless cold calls. Future columns—from the perspective of an industry insider—will address pertinent topics such as marketing hybrid (digital and offset) printing services and ways to conduct cost-effective market research.