CUNNINGHAM GRAPHICS INT'L -- A Digital Prospectus
CGI also has to do some work to get the ball rolling, the sales and marketing exec admits. "Our salespeople now have enough education to identify an opportunity and get the client interested in discussing a program with us," he explains. "At that point, we need to bring in a product specialist who really understands variable printing."
Mays agrees with the common wisdom that selling variable data printing is a different proposition. "When you start putting together digital programs for clients, the audience you need to reach within an organization is much different than for offset printing," he points out. "You don't necessarily have to reach higher up the ladder, but you definitely need to broaden your contact base."
Sales Get a Boost
The printer's association with ADP has given a boost to its overall sales efforts, Mays asserts. "In terms of understanding the market and putting real, tactical game plans together to go after the opportunities, ADP's sales process is absolutely outstanding. Many of the steps we already took intuitively at CGI, but not as a formalized process. Adding that level of structure has enabled us to scale our sales force very quickly."
ADP runs its business based on three primary tenets, Ades reports. They are:
1.) Have product leadership.
2.) Provide world-class service and client satisfaction.
3.) Be an employer of choice.
"These are simple ideas, but executing is the challenge," the chief administrative officer says. "Those three tenets are our compass when we have decisions to make."
Part of providing world-class service entails acquiring the right equipment and deploying it effectively. With the exception of its all-digital, print-on-demand centers, CGI facilities typically house a mix of offset and digital printing equipment under one roof.
Getting Market Focused
"To me, having facilities that are just offset or digital is being product focused and not client/market focused," Mays says. "Also, since the majority of our work combines offset and digital production, having the capabilities under one roof just makes sense."