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:
Supplier Sales Best Practices
Suppliers
to the automotive and heavy duty industries negotiate in a
competitive, often contentious environment. Kotler's research with
100's of suppliers has identified sales best practices associated with
the ability to defend pricing and win price premiums in these
industries. (Learn more about this industry practice area)
Selling the Value of Enterprise Software
This ground-breaking study explored how information-technology
customers and vendors view and use ROI. It was based on surveys with
more than 500 enterprise decision-makers, and more than 200 IT
vendors. Study findings provide both customer and vendor perspectives
on the characteristics of effective value-based tools, collateral, and
sales practices.
(Learn more about this industry practice area)
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