MarketBridge, Telephony Magazine Launch Second Annual Telecom Marketing and Sales Effectiveness Study

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Survey to gauge marketing and sales challenges and trends in the telecom industry.

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In addition, because the survey is annual, data from 'Driving Telecom Marketing & Sales' will provide a clear snapshot of where marketing and sales trends stand in the telecom industry from year to year.

To continue exploring how telecommunications executives are responding to market challenges with their sales and marketing strategies, MarketBridge and Telephony Magazine today launch the second annual "Driving Telecom Marketing & Sales Effectiveness" survey. Click on following link to take the survey:

MarketBridge is a marketing and sales professional services company serving the Fortune 500. Telephony Magazine is the leading telecommunications industry publication.

The telecom industry is experiencing continued growth even with the economic slump. A recent Telecommunications Industry Association study found that global revenue totaled $1 trillion in 2007, up 8.3% from the previous year. The U.S. market alone is estimated to grow at an annual average rate of 7.2% from 2008 to 2011. However, this growth is achieved within a highly competitive and evolving market--meaning optimal marketing and sales strategies and tactics are crucial to success.

"This study will allow telecom professionals to gauge their own marketing and sales efforts against their industry peers," explains Carol Wilson, Editor-in-Chief of Telephony Magazine. "In addition, because the survey is annual, data from 'Driving Telecom Marketing & Sales' will provide a clear snapshot of where marketing and sales trends stand in the telecom industry from year to year."

The 2007 survey queried 350 sales and marketing executives across a variety of telecom sectors, asking for insights into strategies for growth, key challenges, sales coverage, compensation issues, and more. The results provide a platform from which sales and marketing executives can measure and plan their own efforts. Key survey findings included:

  • Change in Customer Strategies - Executives have shifted toward customer penetration, with increased usage and additional services
  • Key Sales and Marketing Challenges - Execution appears to be a sore spot with sales organizations, executives said "Translating strategy into action" was their toughest challenge
  • Compensation Conundrum - Companies are increasing pay levels and thus, increasing quotas exponentially

To view the complete report on the 2007 survey, please click the following link:

"It will be interesting to see in this second-round of the survey if 'Execution' is still the top challenge for executives," said Tim Furey, CEO MarketBridge. "In working with clients across industries, including telecommunications, we've identified key levers that enable better execution and have driven an increase of more than 20% in marketing and sales effectiveness in most cases. I look forward to again comparing this year's survey results to what we're finding in the field."

Click here for the Executive Brief outlining these levers.

The 2008 survey results will be reported in an upcoming issue of Telephony Magazine. A complimentary final report will also be available for survey participants.

About Marketbridge
MarketBridge ( is a global professional services firm focused solely on sales and marketing effectiveness. Founded in 1991, MarketBridge leads go-to-market strategies, operational transformations and managed in-market programs for Fortune 500 companies. Through a combination of deep expertise, analytic rigor and industry focus, MarketBridge solves the toughest sales and marketing challenges, helping CEOs, CMOs and CSOs improve performance and effectively integrate sales and marketing operations.

About Telephony Magazine
Telephony ( is the leading publication for all communications service providers: new and incumbent, wireline and wireless. Through its print edition, Web site, and
e-newsletters, Telephony delivers insightful and in-depth coverage of the news, technologies and business strategies driving the industry. Telephony is delivered in print to more than 68,000 providers at ILECs, CLECs, ISPs, IXCs wireless carriers, independent telephone companies and cable operators.

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