Digital Sales Compensation: Neither Fish Nor Fowl

Although all of Sandy Alexander's sales force sells digital in addition to offset work, many will lean toward a product based upon the industry vertical they call upon (i.e., pharmaceutical, financial, publishing). Other salespeople will target a broad cross-section of industries.

The slow economic recovery and resulting budget cuts play to digital printing's strengths, Kahanec notes. "Clients want multiple versions of short runs. They want customized/personalized campaigns built on their customer's demographics."