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Data was once the product of marketing and sales activity; now it’s beginning to drive those activities. Download this Trillium-sponsored white paper, authored by John M. Coe of, and read about the Big Switch and how data dependent marketing and sales activities - and their results - have become. The paper explores:

  • Crucial data requirements for new account-based marketing, segmentation, and predictive analytics
  • The fundamental challenge of data “decay” and the impact it has on marketing and sales operation
  • The business impact in terms of marketing and sales results available with the right data strategy

John Coe is an industry expert in the B2B sales and marketing world. His firm,, focuses on the elusive promise of trying to “Sell More by Spending Less.” This paper discusses the data dependencies inherent in successfully achieving that goal.