PIA/GATF Converge Conference — Sell VDP to Decision Makers

Look at the operational characteristics of the printing industry’s profit leaders, in good times or bad. A common feature, besides their cost advantages in all areas of their operation, is that they have a plan, they commit to it, they allocate the resources, they execute and they hold themselves accountable. This is all the more critical in VDP markets due to the variances in demand, acceptance and utilization.

The companies that are prepared and understand the market and the players have engineered their best opportunity for success, and you know what—it shows up in overalls and looks like work. PI

About the Author
Brad Lena is a digital/variable consultant at PIA/GATF. He can be reached by e-mailing blena@paigatf.org.