This book provides evidence that telemarketing is one of the most
effective B2B marketing channels. I was a late convert to the benefits
of B2B telemarketing. In common with many marketing executives, I was
unsure if it was part of the sales or marketing department - and like
many of my colleagues, I thought it seemed a bit old-fashioned. The
transformation came when I witnessed first-hand the power of
telemarketing when it is done well, and recognised when I had been on
the receiving end of a good sales call. All of this, combined with four
years as Marketing Director of a telemarketing agency, drove me to write
this book and redress the balance. I want to give CEOs and
marketing/sales executives the evidence they need to make informed
decisions about a potent tool.