In May 2010, the chief pain official of Sales Brain, a neuroscience-based marketing research and coaching firm situated in California, United States, has been approached by the advertising head of Digital Technology International (DTI), a provider of technology solutions to the international publishing business, based in Utah, United States, for guidance. DTI has been fraught with corresponding the core value proposal of its contributions to clientele consisting of top newspaper publishers. Its frontline people are delivering messages which are technical, jargon-filled and complex. Publisher-customers are not able to understand quickly how the technology solutions being offered by DTI can help them become competitive. The sales messages are not consistent.
Not all sales persons of DTI appear to be talking the same language. Sales Brain is deploying the cutting edge tools of neuroscience advertising in every one of the three processes.
PUBLICATION DATE: February 17, 2012 PRODUCT #: W12743-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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