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Salesbrain LLC B2B Communications Case Solution

Solution Id Length Case Author Case Publisher
919 604 Words (3 Pages) Chandra Sekhar Ramasastry, Dante Pirouz Ivey Publishing : W12743
This solution includes: A Word File A Word File

Digital Technology International, a technology solutions provider to the publishing industry has lately felt an issue, in its operation for which the company consulted Sales Brain, a marketing research and coaching company. The issue basically corresponded to the sales department as it was observed that the sales people not only used an inconsistent sales message, but also overlooked needs of DTI customers, which resulted in a poor and inefficient marketing campaign. The sales message not only failed to communicate the right value proposition of the company, but also ended up confusing the client because of the usage of various jargons. This inefficiency was evident in the financial statements of the company as despite being a major player in the market the company had failed to attract and retain customers.

Following questions are answered in this case study solution:

  1. Nature of the Situation

  2. Decision to be Made

  3. Alternatives

  4. Analysis of Alternatives

  5. Recommendation

Salesbrain LLC B2B Communications Case Analysis

Decision to be made

Christophe Morin, Chief Pain Officer, was facing a dilemma of whether to use Layered Voice Analysis (LVA), or Facial Action Coding System (FACS) medium for carrying out interviews of nearly a dozen customers of DTI. Both of these mediums were based on a different technique to analyze various aspects of the customer during an interview.   


At present, Sales Brain has two available options to choose from. The First option is to go forward with Layered Voice Analysis (LVA) medium, which is used to track changes in the brain activity based on voice variation. The second available option is to use Facial Acting Code System (FACS), which is based on the facial movements of the subject. Both of these options have their respective benefits and downsides; therefore, it is crucial to select the most feasible option based on resources available to both companies.

Analysis of Alternatives

Layered Voice Analysis was usually used to analyze the psychological state of the interviewee based on voice variations. This medium not only distinguished among various stresses, but also provided an insight into the root of stress. It could be used in a both online and offline mode. In addition to this, the cost of analysis was $200 per hour or $18,000 for the complete package, which was reasonable based on the value it provided. Because of the high level of accuracy, this medium was regularly used by various law enforcing and marketing research companies.

Facial Acting Code System (FACS) is a comparatively trickier medium than LVA. It is used for identifying customer’s response for various activities like new product launch, new positioning statement etc. Though, this medium is very effective in determining the level of confusion and interest in the mind of the customer, but, the medium is still evolving; therefore, its result is not hundred percent accurate. Apart from this, the considerably high range of $5,000 - $50,000 of this technique also makes it a less likely option for marketers with a tight budget.

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