The New Business Dingo

Some ad agency CEOs would rather not spend money on a new business prospecting database. So it's not surprising that the decision to do so (or not) often comes down to a choice: spend money on an external resource or use an internally-developed and maintained database.

Before making this decision, though, it's important to consider the health of your internal database. Why? Two reasons:

1. You might be spending more money building and maintaining it than it would cost you to subscribe to a superior …

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