Article Excerpt

Medical products companies recognize the potential of targeting as a powerful tool to boost top-line revenues. Targeting focuses promotional effort on a subset of customers who have been identified to have the potential to respond disproportionately to sales force or marketing promotion. A well-planned and implemented targeting initiative can have a powerful impact on top- and bottom-line performance. Yet, targeting initiatives may fail to yield expected results due to some common pitfalls. This paper discusses how sales organizations can avoid some of the common causes of failure, including incorrect or inappropriate data, insufficient organizational buy-in, poor communication and training support, and a lack of appropriate support tools.  ...

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About the Authors

Bret Caldwell is a Principal with ZS Associates in the Evanston office.

Brian Chapman is a Manager with ZS Associates in the Evanston office.