For any given size of sales team or marketing team there are only so many phone calls that can be made, emails sent, exhibitions attended, seminars presented.
The task therefore is always two-fold. The first: to get to the prospect or customer who has money to spend and a need to be met, as quickly as possible, to be able to start the actual selling process.
The second: be able to scale. Because there are only so many hours in the day.
By bringing together the insight available from the social web and the existing sales and marketing systems you probably already have, you can find those who are most ready to listen and transact with you, and you can communicate with them on a large scale.
It works because although you are still communicating in large(-ish) volumes (you’re certainly not having individual conversations over the phone or over a lunch table) your message is now relevant, you have segmented your product or services to the audience groups and individuals who are interested, you are talking to those who are interested (because they’ve said so) and you’re communicating with them in the right order.
Overlay the principles of permission marketing, and the loops all close. You listen, gain insight, reflect, craft a message, create value, present it with permission, engage and connect, systematize the process, scale, and sell.
What’s different are the insights at the start, and the mapping of those insights to your existing data.