Putting Insights to Work: Getting PROSPECTS to Sell Other Prospects
Instigation: While this software giant is dominant on the desktop, its offerings were still considered weaklings in vertical markets like healthcare. These industries have been dominated by established vertical competitors with many years of experience and large, dedicated sales forces. With a small budget and big perceptual obstacles, Microsoft asked B2P to help attract and engage hospital CFOs to consider their financial information system, Great Plains, for hospitals.