GRAND RAPIDS, Mich. — Freeman Group, Inc., a business-to-business marketing communications firm specializing in the development of strategic sales support tools, announced the release of a strategy paper entitled, “Lift the Branding Burden from Your Sales Organization.” This paper identifies multiple limitations the concept of branding has forced into the business-to-business selling process. Eight specific methods are also presented for moving a sales organization beyond these branding burdens.
The paper provides examples of companies in business-to-business and business-to-consumer selling environments who have attained dominate, market leader positions using sales support programs in lieu of typical branding and mass-market advertising programs. Research data quantifies the greater number of sales calls and the higher total cost-per-sale associated with brand-centric marketing as compared to sales-centric marketing.
Sales and marketing professionals are facing greater managerial scrutiny of their plans, budgets, and results. This scrutiny has led sales departments to call for support tools that will speed their access to decision makers, identify new sales, shorten the conversion process and preclude competitive action. In response, marketing departments are shelving broad-stroke, hard-to-quantify projects such as branding programs or mass-market advertising in favor of tangible, trackable marketing tools that will support the needs of their sales organizations.
The paper is available for download at: http://www.freemangroupinc.com. For more information, contact: Tim Wiersma, managing director, Freeman Group, Inc., 616-742-2476.
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