Ivey Publishing

Product Details

Salesbrain LLC - B2B Communications
Product Number:
9B12A005
Publication Date:
02/21/2012
Revised Date:
02/17/2012
Length:
12 pages (9 pages of text)
Product Type:
Case (Field)
Source:
Ivey
In May 2010, the “chief pain officer” of SalesBrain, a neuroscience-based marketing research and coaching company located in California, has been approached for advice by the marketing head of Digital Technology International (DTI), a Utah-based provider of technology solutions for the global publishing industry. DTI has been struggling with communicating the core value proposition of its offerings to customers, including leading newspaper publishers. Its frontline people are delivering messages that are technical, jargon-filled, and complex. Publisher-customers are unable to understand quickly how the technology solutions being offered by DTI can help them become competitive. The sales messages are also not consistent.

SalesBrain is suggesting a three-step process wherein it will identify the “pain points” being experienced by the publisher-customers of DTI; create a compelling set of claims that DTI could offer about its technology products; and guide its frontline salespersons towards developing appropriate sales scripts that they could use with prospective clients. SalesBrain is deploying the cutting-edge tools of neuroscience marketing in each of the three processes. The chief pain officer must choose between Layered Voice Analysis and Facial Action Coding System as a medium to serve the needs of DTI.
Learning Objective:
The case provides an opportunity for students to examine issues related to market research. It offers an understanding of some of the more recent developments in market research like Layered Voice Analysis and Facial Action Coding System, which are based in neuro-marketing and help businesses measure and manage emotions.
Issues:
Disciplines:
Marketing,  General Management/Strategy,  International,  Entrepreneurship
Industries:
Professional, Scientific, and Technical Services
Setting:
United States, Small, 2010
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
Associated Materials
Use With: 9B12A001 (13 pages)
Translations: Simplified Chinese (11 pages) , Simplified Chinese (12 pages)
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