Case | HBS Case Collection | May 2017

Promontory, Inc.

by Frank V. Cespedes and Amy Handlin

Abstract

Promontory, Inc. is a small, privately owned firm in the promotional products (specialty advertising) industry. After starting the firm two years ago with the intention of pursuing a high-quality/high-price strategy, the CEO is seeking methods of increasing sales revenues and profitability. He is considering whether and how to increase the size of the sales force, redirect, or redeploy the company's current sales efforts, utilize alternative marketing vehicles, and maximize sales potential. To attain this goal, the firm has bought some customization equipment and attempted to find niches in which it can succeed by doing the work usually done by suppliers and manufacturers. The case raises numerous general marketing and sales management issues and provides a profile of various approaches to personal selling. At its heart is the appropriate marketing organization for this company's strategy, and especially, the details of execution in the field. This case is suitable for courses in Entrepreneurship, Marketing, Sales, Small Business Management, General Management, and Strategy.

Keywords: Salesforce Management; Marketing Strategy; Customization and Personalization; Business Model; Sales; Advertising Industry;

Language: English Format: Print 13 pages EducatorsPurchase

Citation:

Cespedes, Frank V., and Amy Handlin. "Promontory, Inc." Harvard Business School Brief Case 917-535, May 2017.

Related Work

  1. Teaching Note | HBS Case Collection | May 2017

    Promontory, Inc. (Brief Case)

    Frank V. Cespedes and Amy Handlin

    Teaching Note for HBS No. 917-535. The Promontory teaching note covers a) how and why buying processes in Promontory’s market generate the array of selling approaches illustrated in the case; b) the impact of incremental sales increases on the firm’s cost structure and profit potential; c) options available to the case protagonist, including changes in recruitment criteria, deployment of sales resources, training and supervision, and use of alternative marketing vehicles.

    Keywords: Sales; Salesforce Management; Marketing Strategy;

    Citation:

    Cespedes, Frank V., and Amy Handlin. "Promontory, Inc. (Brief Case)." Harvard Business School Teaching Note 917-536, May 2017.  View Details
    CiteView DetailsPurchase Related

About the Author

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Frank V. Cespedes
MBA Class of 1973 Senior Lecturer of Business Administration
Entrepreneurial Management

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