When it comes to undeliverable mail, most marketers think of it as a background problem — annoying but inevitable. But for Jeff Malloy, Director of Enterprise Sales at PreSmart Solutions, those yellow-stickered envelopes are a flashing sign of untapped opportunity.
In this episode of CV MIC, Jeff joins ClearVoice’s Joanna Bowzer to share how his background in marketing still shapes his work in sales, and how cross-functional collaboration, education, and thoughtful visuals can make a measurable difference across the entire funnel.
From Creative Curiosity to Sales Strategy
Jeff didn’t start in sales; he began as a marketer. Studying at Temple University, he intended to go into advertising but was steered into marketing thanks to a creative spirit and a professor who opened his eyes to the psychology and strategy behind consumer behavior. That early exposure to things like neuromarketing and customer influence sparked a lifelong interest in how subtle details, like color, placement, or messaging, can drive decision-making.
Years later, after building a small marketing side business and then pivoting into sales, Jeff joined PreSmart. While his role focuses on enterprise sales, he remains closely tied to the marketing team — both because of his background and because the company’s culture supports close alignment between departments.
Building Feedback Loops That Actually Work
One of the key dynamics at PreSmart is the collaborative relationship between sales and marketing. Rather than operating in silos, the teams meet weekly, exchanging ideas, reporting on trends, and co-developing materials that support buyer needs at every stage.
This alignment isn’t just lip service. For instance, when sales identifies a pattern — like confusion among buyers about how much undeliverable mail costs an organization — marketing steps in to craft tailored materials that explain the issue in ways that resonate with different stakeholders, from operations to finance.
That kind of feedback loop ensures that materials aren’t just aesthetically pleasing, but also strategic, clear, and grounded in real customer conversations.
Simplifying the Complex Buyer Journey
For companies with high mail volume, such as universities, financial institutions, and utilities, PreSmart’s offering helps clean address lists to avoid costly returns. But it’s not always easy for internal teams to recognize the value immediately.
Often, sales uncovers huge inefficiencies — sometimes revealing that organizations are losing hundreds of thousands annually to undeliverable mail. But that discovery can feel overwhelming or even embarrassing for internal stakeholders, especially when they’re asked to explain the losses to leadership.
By partnering with marketing, Jeff and his team are able to present these findings in a way that feels empowering rather than accusatory. They provide customizable collateral and tailored communication flows that address the buyer committee’s concerns across departments.
A Visual Hook That Changed the Game
One of the most compelling examples of marketing and sales alignment came from an unexpected place — a trade show booth redesign.
At a recent conference, the team replaced dense bullet points with a large visual of yellow-stickered mail, a universally frustrating sign of delivery failure. The response was immediate. Attendees were drawn in by the image alone, recognizing the problem at a glance. Instead of needing to chase down prospects, the team was fielding inbound conversations from people who finally felt seen.
It’s a reminder that the right visual can do more than catch attention; it can tell the whole story in a single frame.
Turning Expertise Into Education
PreSmart’s approach doesn’t rely solely on product-focused selling. With subject matter experts like in-house “postologist” Frank Lynn, the team has leaned into content marketing to educate and influence their target industries.
Their blog and speaker series don’t just promote solutions — they illuminate long-ignored inefficiencies, giving operations, marketing, and IT teams new frameworks to approach an old problem. This educational approach helps soften resistance, especially for industries that have long considered undeliverable mail a sunk cost.
By providing content that’s genuinely useful, whether it’s about optimizing address lists or preparing for postage rate hikes, PreSmart builds trust long before a sale happens.
Direct Mail’s New Moment
While many marketers have moved to digital-first strategies, Jeff believes direct mail still plays a powerful role. With longer shelf life, higher open rates, and increased personalization options, direct mail — especially when supported by clean data — can be a high-impact tactic when paired with digital efforts.
According to Jeff, a direct mail piece can stay in a household for up to 17 days, compared to an email that’s likely ignored or deleted within seconds. That kind of longevity adds weight to your message, especially in industries like higher education or automotive where timing and trust matter.
Work-Life Balance and Leading with Empathy
Outside of work, Jeff is a dedicated father of two young daughters, a T-ball coach, and an all-in Hershey Park season pass holder. He brings that same hands-on energy and empathy to his professional relationships, whether he’s collaborating with marketing or pitching a new solution.
His advice to the next generation of marketers and sales pros? Confidence comes from preparation. Doing the research, understanding the pain points, and staying observant are what build credibility, not just charisma.
Closing Thoughts
Jeff’s story is a strong reminder that sales and marketing don’t just coexist; they thrive when they collaborate. From better customer journeys to more resonant campaigns, the results are measurable and meaningful.
And sometimes, the most effective sales tool isn’t a headline or a subject line, it’s a yellow sticker on a forgotten envelope that finally gets the conversation started.
Stay tuned for more interviews. And if you’re thinking about how to build or scale your content efforts, connect with a ClearVoice content specialist.
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