Value-Based Marketing Research
As B2B companies adopt value-based approaches to sales and marketing, they struggle with a range of implementation issues:
- How do we integrate value-based selling into our sales process?
- How do we staff the value-based selling initiative?
- What types of training are most effective?
- What types of collateral are most effective?
To help clients address such issues Kotler Marketing regularly conducts large-scale studies of best-practices among B2B vendors. Examples of our research in this area include:
“The ROI Dilemma”
This ground-breaking study explored how information-technology customers and vendors view and use ROI. It is based on surveys with more than 500 enterprise decision-makers, and more than 200 IT vendors. Study findings identify common challenges and approaches by industry and by type of technology being sold. This provides both customer and vendor perspectives on the characteristics of effective tools, collateral, and sales practices.
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