In the past, marketing communications ended when a lead was sent to sales. Now, more corporations are realizing the benefits of skillful communications at each stage of the customer lifecycle. Creating better communications throughout all four stages, in most case, requires forging a better, more effective working relationship between marketing and sales.

• Suspects are those who don't know you yet.
• Prospects are people who have a need for your product or service and respond to an ad or otherwise ask for information.
• Buyers purchase your products as commodity buys, driven only by price and delivery.
• And customers, or even customers for life are the people you want, who fuel your company's growth and make it profitable.

The good news is that while new technology is the driver, the broad concepts behind the customer lifecycle involve time-honored marketing communications principles. And create the potential for a "marketing pipeline" you can develop, using these marketing communications tools, to cultivate an ongoing relationship with your prospects, especially those "lukewarm" prospects not ready for a sales call. And, as a result, obtaining better insight on the success of your programs.

Godfrey has a clear track record of creating communications that
connect with customers.