Tracking client information is important since it becomes the basis of the marketing plan. Unfortunately, many firms don’t monitor the source of their new business and miss out on marketing opportunities.

Case in point: one client said that her new business came from other clients.  Yet after the database analysis, it was discovered that a large number of clients over the years had come from speeches at a specific organization that she had stopped giving, because she didn’t believe they had any impact. Once she saw the data results with a high percentage of clients generated from speeches at that organization, she included speaking among her important marketing activities.

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