The Cicero Group sought to increase sales and further the client’s understanding of the public sector: federal, state and local government, and higher education. Through an extensive research process involving telephone surveys, online studies, in-depth client interviews, focus groups, sales team meetings, and secondary research amalgamation, Cicero developed a customized sales training program for the client’s sales executives. Sales trainings were vertical-specific and focused on primary mechanisms for the firm to differentiate itself in the marketplace, based on understanding challenges unique to the public sector: the client demands, the competitive positioning, and new market opportunities.
To assist with the firm’s sales and marketing strategy, Cicero developed a detailed company-specific strategy based on unique knowledge of the technology sector that was uncovered during focus groups, secondary research, online surveys, forums and conferences, and in-depth interviews with key decision makers. These strategies lead Cicero to then develop sales training modules, assessment tools, a target audience model, and value-added services. Based upon success of these trainings, The Cicero Group continued to develop in-person training sessions as well as webinars to equip the sales force with relevant market information about its various verticals.