Business Challenge
The marketing team at one of the world’s largest VAS, customer engagement, and business solutions provider was tasked with building a solution to keep the sales team updated with market intelligence. They started a weekly newsletter covering competitors, industry and their own company. This newsletter was built by manually using Google Alerts. Unfortunately, the initiative didn’t pick up steam with the sales team. Reasons included:
- The company offered seven solutions to clients in the telecom and banking industry. This meant competitors were spread across these seven solution categories. Further, the sales team was organized by geographies and client industries. However, the marketing team was producing one combined newsletter covering the entire market landscape which made it difficult to consume. The sales people just didn’t have the time to go through the entire email and spot updates that were relevant to them
- This was a weekly newsletter so by the time it reached the sales team, the updates were already old and no longer actionable