• INCEPTION
  • ACTIVE MANAGMENT
ACTIVE MANAGMENT

Active Promotion

A Fortune 500 systems company struggled with a new product line it had acquired to fill an important gap in the firmís solution portfolio. With no prior experience with the product category or the intended market, the business unit responsible for the product had been unable to gain the support of its sales organizations. In one year following launch, the company had managed to generate only $1M or less in quarterly sales. 1st Wave re-positioned the offering, re-cast the selling and value propositions, and trained a small internal marketing and sales team in their delivery. The team, led by 1st Wave, delivered sales and technical training to 1,100 reseller salespersons and system engineers in 6 months. In the first quarter following training, quarterly sales of product had increased by 5x over any prior quarter using only resellers and no direct sales. Two years later, product line revenues approached $100M per year.