The competitive edge of success for B2B and B2C marketing and sales departments today is undoubtedlythe databases the company uses, maintains and accesses. It isn’t an understatement to say it’s all about the database. Good databases save marketing budgets, increase salespeople’s measurable productivity and lower the cost of customer acquisition. Our guest to discuss how this is accomplished is Anna Fisher, Senior Director of Marketing at ZoomInfo. Anna, who has been voted the most inspirational leader in the Lead Generation category of the Sales Lead Management Association’s annual 40 Inspiring Leaders election tells us why the database you use can make a difference between success and failure. The host is Jim Obermayer.