Print/Production: Four Challenges to On-demand Catalogs
Composition Technology: Both marketing and sales people understand the value of getting collateral pieces such as catalogs and product brochures in the hands of customers and prospects. Where opinions differ is what is the best way to accomplish this goal.
Sales and service representatives shy away from generic materials produced by marketing. They prefer to assemble collateral materials whose content is personalized to the customer, pulling from various sources. The drawback is that such pieces tend to have a “patched-together” look and are time-consuming to produce. Brand guidelines fall by the wayside. The result? An ineffective piece.
New technology solves the classic sales collateral dilemma by helping marketing and sales people play to their strengths. Solutions, such as Stibo Catalog’s STEP on-Demand software, can help make this a reality. Your marketing department can design templates that have the right brand elements and messaging, while still allowing other employees to customize some of the content.
Functional Areas: Members of both the marketing and sales teams may raise objections to implementing the new technology. Marketing may worry about losing control of the look and messaging. Sales may object to being responsible for creating the pieces. The good news: You can expect these complaints to diminish once stakeholders understand how easy the system is to use, how great the pieces look and the impact the personalized collateral has on customers and prospects.
Personalize-on-demand technology maintains brand image and increases sales collateral effectiveness across the enterprise. Every entity within your organization becomes part of the sales process: marketing, sales and customer service. Better still, the new technology empowers sales and customer service employees to take charge of improving their own results.
If your sales-driven organization would like to field true one-to-one customer relationship initiatives, now is the time to add personalize-on-demand functionality to your existing CRM and product information systems.