Research Reveals that Integrating Sales and Marketing is Vital to Revive the Value Proposition

Frost & Sullivan’s Growth Team Membership program demonstrates that integration between sales and marketing is at the core of a successful value proposition revitalization project.
 
Sept. 20, 2011 - PRLog -- Frost & Sullivan’s Growth Team Membership program demonstrates that integration between sales and marketing is at the core of a successful value proposition revitalization project.

Mountain View, CA, September 20, 2011,  – Frost & Sullivan, the growth partnership company, will host  an upcoming Ask the Thought Leader (ATL) webcast demonstrating the steps necessary to evaluate and revitalize a value proposition, as well as embedding it with the sales force via effective messaging techniques.  This ATL will profile Kronos Incorporated, will feature key lessons learned and a live Q&A Session with Kronos VP of Enterprise Marketing, Charlie DeWitt, and Chief Strategy and Marketing Officer of Corporate Visions, Tim Riesterer.

“Sales and marketing integration is a perennial challenge for companies,” said Vice President of Research for Frost & Sullivan’s Growth Team Membership, Keith O’Brien.  “This case featuring Kronos serves as a roadmap for other companies to revisit an existing value proposition, and communicate it to prospects in a more effective way.”  Importantly, O’Brien adds, “This practice can be adopted by any organization interested in improving the alignment of its sales and marketing organizations, regardless of business model or industry.”  

The Growth Team Membership research team follows a rigorous methodology to define and identify best practices, profiling only those companies whose approaches:

•   Are uncommon and creative
•   Solve a critical growth challenge
•   Demonstrate repeatable and measurable results
•   Could be implemented at another organization (i.e., are not unique to one company’s
circumstances)

Case-Based Best Practice
The detailed 14-page Best Practice Guidebook specifically illustrates how Kronos revitalized the value proposition and integrated sales and marketing by:

•   Evaluating an existing value proposition
•   Developing a new value proposition that targets core customer needs
•   Documenting the value proposition in a Foundational Messaging Guide for employees
•   Conducting messaging workshops with the sales force to drive implementation of new messages and techniques
•   Establishing sales and marketing leadership councils to spur ongoing collaboration

This approach allowed Kronos to:

•   Increase the number of sales representatives using the new messages to 92 percent
•   Increase Earnings before Interest, Taxes, Depreciation and Amortization (EBITDA) by 36 percent

Learn More on Tuesday, September 27th
The Growth Team Membership will co-host this Ask the Thought Leader webcast on Tuesday September 27, 2011 at 11:00 a.m. EDT with Charlie DeWitt of Kronos, Inc. and Tim Riesterer of Corporate Visions.  This event will discuss Kronos’ sales and marketing integration process in greater detail and will provide a platform for DeWitt to discuss his experiences implementing this approach.

To register for this event, please send an e-mail to Mireya Espinoza, Corporate Communications, at mireya.espinoza@frost.com, with your full name, company name, title, telephone number, company e-mail address, company website, city and state.


Access an excerpt from this Best Practice Guidebook.

About Kronos, Incorporated

Kronos is a workforce management software applications and services company.

About Frost & Sullivan’s Growth Team Membership

Growth Partnership Services (GPS) is an annual subscription program that provides unlimited access to research, services, and events addressing the most pressing external and internal growth challenges faced by executives today. Growth Team Membership™ (GTM) provides case-based best practices, toolkits, and events to address the internal challenges individual executives face within their respective functions.

For more information on Growth Team Membership, please visit www.gtm.frost.com  

About Frost & Sullivan

Frost & Sullivan, the Growth Partnership Company, enables clients to accelerate growth and achieve best-in-class positions in growth, innovation and leadership. The company's Growth Partnership Service provides the CEO and the CEO's Growth Team with disciplined research and best-practice models to drive the generation, evaluation, and implementation of powerful growth strategies. Frost & Sullivan leverages 50 years of experience in partnering with Global 1000 companies, emerging businesses and the investment community from more than 40 offices on six continents. To join our Growth Partnership, please visit http://www.frost.com.

Contact:
Mireya Espinoza
Global Director of Corporate Communications
P: 210.247-3870
F: 210.348.1003
E: mireya.espinoza@frost.com

http://www.frost.com

# # #

Frost & Sullivan, the Growth Partnership Company, enables clients to accelerate growth and achieve best-in-class positions in growth, innovation and leadership. The company's Growth Partnership Service provides the CEO and the CEO's Growth Team with disciplined research and best-practice models to drive the generation, evaluation, and implementation of powerful growth strategies. Frost & Sullivan leverages 50 years of experience in partnering with Global 1000 companies, emerging businesses and the investment community from more than 40 offices on six continents. To join our Growth Partnership, please visit http://www.frost.com.
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