This company’s sales and marketing team needed to develop the most effective sales technique to educate physicians on the rapidly advancing technologies and changing regulations of this industry. Cicero conducted in-depth interviews with OBGYNs in three different regions across the country to test various methods. Cicero coordinated the recruiting, conducted the interviews, and handled the entirety of the analysis and reporting, which was presented to the global sales force shortly thereafter.
The company had conducted preliminary research on a new sales technique called the Challenger Method, and the marketing team needed a way to refine this new sales pitch prior to incorporating it into their worldwide sales force. The Challenger Method consists of numerous phases with varying degrees of aggressive sales techniques. After conducting only 17 interviews, Cicero was able to comprehensively test each phase of the Challenger Method and the associated case studies thoroughly enough to predict the best tactics for sales and marketing to develop a go-to-market sales strategy.