After years of incremental but steady growth, the company represented in the case study reached a plateau at the end of 2006 and revenue began to decline. As the 2007 economy weakened, customers were ordering less and new prospects were more difficult to find.
The Company’s initial reaction to declining sales was to focus on generating a higher volume of leads. As a result, sales people were spending a greater portion of their valuable selling time qualifying leads instead of converting qualified prospects with immediate needs into customers. This scenario caused sales productivity to decline even further.
The case study explains the how the marketing situation was analyzed, the problem identified and a solution implemented. The result enabled sales people to focus their valuable time on high-probability selling opportunities, turning more prospects into new customers and reversing the trend of declining sales.
The case study is available at http://www.MyAscend2.com/
