ABSTRACT
A key part in the process is to understand and map the ways each stakeholder group interacts with other stakeholders. Research within a fact-based marketing approach works best when it is analysing and measuring current preferences, feelings or responses to perhaps corporate, product or service attributes. Anecdotal methods of measurement for reputation research provide too sparse and too modified information on which to act. The only way we are likely to produce actionable data is via a formal, fact based 360 degree research programme. Having a well-managed Customer Relationship Management system or something similar enables to generate the required names relatively easily. Many sales teams move their organisations by using 'the customer says they want' as their primary lever, and they do not like to give up any of that leverage easily. Account management integrity and ensuring activity with prospective customers is appropriate and professional and is vital.
