Our mission is to provide our clients with the competitive insight that enables them to acquire, develop and retain their best employees and customers.

To accomplish this, we strive everyday to be: smart, kind, trustworthy, hard-working and forward-thinking in all we say and do.

There are 10 Guid­ing Prin­ci­ples we fol­low in ful­fill­ing this mis­sion. They rep­re­sent the fun­da­men­tal val­ues that define and guide what is impor­tant to every team mem­ber at Sales­Fu­el. They are what we stand for, why we exist, what we do every day and rep­re­sent our com­mit­ment for the future.

  1. You don't need big data, you need big insights. Thanks to the inter­net, cus­tomers already know about your prod­uct, your com­pa­ny and your sales­per­son. Sales­Fu­el will con­tin­ue enabling sales exec­u­tives to quick­ly and eas­i­ly gain a com­pet­i­tive advan­tage by apply­ing rel­e­vant intel­li­gence and the lat­est tech­nol­o­gy to the fun­da­men­tals of sales, mar­ket­ing and cus­tomer ser­vice.
  2. It is bet­ter to call the peo­ple who count than to count the peo­ple you call. Sales is not a num­bers game, it's an intel­li­gence game. Sales­Fu­el will con­tin­ue to empow­er its clients to spend more of their lim­it­ed time on accounts that can impact rev­enue the most — because the only num­bers that mat­ter are the ones with a dol­lar sign in front.
  3. Cred­i­bil­i­ty is key. We can­not be suc­cess­ful with­out earn­ing and main­tain­ing the trust of every­one we do busi­ness with. Sales­Fu­el will con­tin­ue to make every effort to insure the infor­ma­tion we share, as well as the research we pro­vide, is accu­rate, thor­ough, time­ly and rel­e­vant.
  4. If it doesn't make dol­lars (for our clients), it doesn't make sense. Pro­vid­ing excep­tion­al val­ue dri­ves every­thing we do. Sales­Fu­el will con­tin­ue to pro­vide the most effec­tive sales tools, train­ing, and intel­li­gence avail­able at rates that will gen­er­ate a sub­stan­tial return-on-invest­ment for our clients.
  5. Always under-promise and over-deliv­er. Tom Peters, who orig­i­nal­ly coined this phrase, is right. Dis­ap­point­ing clients is no way to do busi­ness. Sales­Fu­el will not over­hype a prod­uct, make promis­es we can­not keep nor sell a prod­uct before it is ready.
  6. After edu­ca­tion, there must be appli­ca­tion. It's not enough to just pro­vide top-notch train­ing. Sales­Fu­el will con­tin­ue to hire expe­ri­enced pro­fes­sion­als who have walked a mile in our clients' shoes who can offer real-world rec­om­men­da­tions for max­i­miz­ing adop­tion month after month.
  7. Go where the mar­ket is going to be. We are futur­ists who aren't com­fort­able with "we've always done it that way." Sales­Fu­el will con­tin­ue to lead the indus­try in cre­at­ing cut­ting-edge inno­va­tions that take advan­tage of the lat­est tech­nol­o­gy. When­ev­er pos­si­ble, our research will be focused on the future, rather than look­ing toward the past.
  8. The gold­en rule is still good busi­ness. Sales­Fu­el will not ask oth­ers to accept an arrange­ment we wouldn't accept if the roles were reversed. We seek clients who share this prin­ci­ple. We will con­duct busi­ness in a man­ner than improves the per­cep­tion of sales­peo­ple, advertising/marketing pro­fes­sion­als and media indus­try ven­dors.
  9. Loy­al­ty is a two-way street. Sales­Fu­el will con­tin­ue mak­ing the extra effort to ensure bet­ter qual­i­ty can­not be found else­where, so our clients will be com­fort­able rec­om­mend­ing us to oth­ers with sim­i­lar needs. Sales­Fu­el will not arbi­trar­i­ly raise rates on exist­ing clients or offer the same ser­vices to new­er clients at low­er rates.
  10. There is no fin­ish line. Sales­Fu­el will con­tin­ue to be respon­sive to the needs of our clients, rather than the actions of our com­peti­tors or anyone's stock­hold­ers — espe­cial­ly when it comes to new fea­tures or prod­uct offer­ings.

And anoth­er thing…

10+1. It's ok to be friend­ly. Peo­ple pre­fer to do busi­ness with peo­ple they like. Sales­Fu­el will remain true to our roots as a com­pa­ny based in the Mid­west — pro­fes­sion­al, but friend­ly.