This whitepaper presents results from a study into how broadcast service providers identify and purchase from technology vendors.
Abstract
It is becoming increasingly difficult for broadcast and media technology providers to effectively market and sell their wares to broadcast service providers. A number of factors have complicated the process to a point where sales and marketing success is no longer predictable; new technology needs, business models, and market consolidation all combine to create an incredibly noisy environment in which it is harder for vendors to be heard.
In the ever-evolving broadcast landscape, vendors need to have a very clear understanding of how their customers operate, what drives their businesses, and what strategic goals they’re trying to achieve.
This white paper explores how vendors can increase their sales and marketing effectiveness. Specifically, it analyses how broadcast service providers longlist and shortlist technology vendors, and what finally tips the balance to make a purchase.
Duncan McKean, Head of Broadcast & Media Technology, CCgroup PR
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