Tracking has implications throughout the marketing process, from monitoring movement of customers to the dissemination of literature. One client called on AIM to evaluate their fulfillment system. The client had everything in place: collecting leads, sending out the literature, sending the leads to the rep sales force. Only one thing was missing: collecting them in a centralized database. The client said, “Why should we do that when that’s the job of our representatives?” Today, that client has a database second to none, with over 16,500 registered engineers who hold their catalogs, making it easy to “talk” to these important specifiers through their rep organization.