Digital Digest

"We are pushing this thing—full images, full bleed, full coverage," McGrath noted. "The sensitivity on the coverage of ink is making itself known. Ink is liquid gold."

Another one of the more critical elements is boasting a sales force that understands what the T200 and personalization can mean to a customer. "The more sophisticated your clients data is, the better this application works," Nethercote told the audience. "You have to have someone in the (sales) organization who understands this and can relate it. We're looking to get into the data conversation."