Product details

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Case
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Reference no. IMB693
Subject category: Marketing
Published by: Indian Institute of Management Bangalore
Originally published in: 2021
Revision date: 14-Dec-2021

Abstract

We Sell Everything in Software (WSES) Inc, sold innovative off-the-shelf products and had customers across the world. WSES specialized in providing software solutions for different industries such as defense, clinical research, consumer goods, capital markets, security, banks, retail, and insurance among others. Although the products were commercial off-the-shelf, many clients required personalization and after sales support which WSES was happy to provide. WSES did not have a structured approach to take decision regarding chasing a sales lead. Therefore, it incurred high marketing cost including their travel costs, client visits, time spent by the sales team/technical experts/support staff, and logistics costs; most importantly, this list excluded the cost of advertising, which in effect meant that the advertising costs were over and above the ones mentioned. The marketing team had several beliefs about chance of winning a deal across different geographical locations, different domains, etc. However, none of these beliefs have been validates. Jack Williams, the CEO of WSES, was worried that despite having such a huge expenditure list, the sales conversion possibilities based on the pipeline was at best an ancillary information, as there was no substance in justifying 'gut feeling'. Thus, WSES engaged Liz with a PhD in statistics to understand if they could determine a structured approach to check whether the beliefs of the marketing team were in fact correct or not. Jack also believed that simple statistical analysis could help WSES with useful insights about sales conversion.

Geographical setting

Region:
Asia
Country:
India

About

Abstract

We Sell Everything in Software (WSES) Inc, sold innovative off-the-shelf products and had customers across the world. WSES specialized in providing software solutions for different industries such as defense, clinical research, consumer goods, capital markets, security, banks, retail, and insurance among others. Although the products were commercial off-the-shelf, many clients required personalization and after sales support which WSES was happy to provide. WSES did not have a structured approach to take decision regarding chasing a sales lead. Therefore, it incurred high marketing cost including their travel costs, client visits, time spent by the sales team/technical experts/support staff, and logistics costs; most importantly, this list excluded the cost of advertising, which in effect meant that the advertising costs were over and above the ones mentioned. The marketing team had several beliefs about chance of winning a deal across different geographical locations, different domains, etc. However, none of these beliefs have been validates. Jack Williams, the CEO of WSES, was worried that despite having such a huge expenditure list, the sales conversion possibilities based on the pipeline was at best an ancillary information, as there was no substance in justifying 'gut feeling'. Thus, WSES engaged Liz with a PhD in statistics to understand if they could determine a structured approach to check whether the beliefs of the marketing team were in fact correct or not. Jack also believed that simple statistical analysis could help WSES with useful insights about sales conversion.

Settings

Geographical setting

Region:
Asia
Country:
India

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