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  • November 2014 (Revised February 2016)
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DoubleDutch

By: Frank V. Cespedes and Matthew G. Preble
  • Format:Print
  • | Language:English
  • | Pages:19
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Abstract

Lawrence Coburn and Pankaj Prasad, co-founders of the event solution startup DoubleDutch, have to make a significant decision about their young company's sales function. DoubleDutch's key product was a mobile application (app) and event management platform that customers could use to better engage and connect with their event participants (e.g. attendees at a conference, employees at a quarterly sales meeting), and also to obtain detailed information from these participants to deliver a better future experience, understand how the event was received, and receive large amounts of valuable data.

The company was growing quickly and rapidly adding new customers, but Coburn and Prasad wanted to make sure that in the drive to add new customers, existing clients whose contracts were expiring were not "slipping through the cracks" when it came time to renew. But who within the company should be responsible for renewals? Sales? The customer success team that helped customers develop and deploy the product? Or an entirely new team dedicated solely to renewals?

Keywords

Sales Management; Selling; Marketing Management; Strategy Implementation; Business Marketing; Sales Force Management; Salesforce Management; Marketing; Sales; Marketing Strategy; Strategy; Entrepreneurship; Business Startups; Technology Industry; United States; Europe; Asia

Citation

Cespedes, Frank V., and Matthew G. Preble. "DoubleDutch." Harvard Business School Case 815-044, November 2014. (Revised February 2016.)
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About The Author

Frank V. Cespedes

Entrepreneurial Management
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Related Work

    • November 2014 (Revised February 2016)
    • Faculty Research

    DoubleDutch

    By: Frank V. Cespedes and Matthew G. Preble
    • April 2017
    • Faculty Research

    DoubleDutch

    By: Frank Cespedes
Related Work
  • DoubleDutch By: Frank V. Cespedes and Matthew G. Preble
  • DoubleDutch By: Frank Cespedes
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