Attrition Direct Marketing Leadership Marketing 
Harvard Business Review
OCTOBER 23, 2014
Let’s look at the Americas Field Marketing organization for Cisco Systems, as an example of this three-step process. They had organized tradeshows, delivered direct marketing, generated leads, and provided useful customer insights – the basics of a successful marketing organization.
Harvard Business Review
SEPTEMBER 22, 2011
Your CFO and finance team can take a leadership role here. For instance, you can calculate the value of turning a detractor into a promoter, or use differences in attrition rates to assess the expected lifetime values of different customer groups. One direct marketer learned this the hard way. Organized learning.
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