Author Archives: Robert Lesser

I am the founder and President of Direct Impact Marketing, a provider of on-demand inside sales and direct marketing services. Prior to stepping out as an entrepreneur, I held a number of marketing positions at Dell, IBM, Reckitt Benckiser and Loblaw Companies. The views of Robert Lesser absolutely represent the perspective of his company Direct Impact Marketing!

Collaborative Selling in the Channel

By Robert Lesser | Published October 31, 2011

The imperative for technology companies is to grow fast. Many technology vendors leverage the channel to power their growth and use one model or a combination of selling models for demand generation: Vendor Led Selling A small number of technology companies initiate all outbound calling internally.  Once qualified, the tech vendor will pass the leads to partners [...]

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Segmentation for the Nation

By Robert Lesser | Published July 29, 2011

In earlier post entitled the Top Five Reasons to use Segmentation, I wrote about the importance of segmentation in B2B marketing. Segmentation requires an in-depth understanding of customers generated through analysis and research.   Many large organizations either buy research from consultants and analysts or commission their own research. A relatively new source of research is the tracking [...]

Posted in B2B marketing, buyer behavior, database marketing, demand generation, market research, market segmentation | Tagged , | 2 Comments

Juniper Networks: Reaching for the Sky, Feet Firmly on the Ground

By Robert Lesser | Published April 17, 2011

The mood was buoyant at the Juniper Networks Americas Partner Conference, held April 11 – 13 in Phoenix. Juniper Networks is on a roll after coming off a strong 2010.   Revenue and operating margin in calendar/fiscal year 2011 is expected to grow by 20% and 23% respectively. Wall Street sees Juniper growing faster than competitors such [...]

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