This whitepaper is the second step in realizing your maximum potential in the area of business-to-business direct marketing. To be able to run an effective campaign, the first vital thing to do is to ensure that your addressable market is as clear and complete as possible so that you don’t leave any white space unused. If you could do with some assistance in this area, we suggest you read our first whitepaper: Targeting the Right Contacts. Once you know that you have mapped out your full potential, you will also want to know where you need to take your first action. As the third and final step, you will want to use this information to achieve your maximum potential. This is explained in greater detail in our whitepaper entitled: Take action; realize potential.