About the Contributor

Jim Lenskold and Hugh Macfarlane Jim Lenskold is President of Lenskold Group and author of Marketing ROI, The Path to Campaign, Customer and Corporate Profitability (McGraw Hill, 2003). The Lenskold Group (www.lenskold.com) offers consulting services in the area of strategic marketing, marketing ROI, customer relationships, customer profitability and market analytics. Jim can be reached at jim@lenskold.com or 973-598-1911.

Hugh Macfarlane is CEO and founder of the demand generation consultancy MathMarketing (www.mathmarketing.com). He is also author of The Leaky Funnel: Earn more customers by aligning Sales and Marketing to the way businesses buy (Bookman, 2003). Hugh can be contacted via hmacfarlane@mathmarketing.com or +61 3 9690 7600. In the US, contact Hugh via Lenskold Group.