Personal Bests — Encouraging Returns

Part of the marketing company’s sales strategy is to follow the now common practice of starting at the top by targeting a prospect’s CEO or senior marketing person. MSBV’s approach differs from some, though, in that it looks to take concrete ideas into the first meeting. This is said to result in a fast sales cycle (about 30 minutes) and a close rate of around 95 percent, which enabled the firm to sell 37 programs in 14 months.