Strategic Marketing & Research, Inc., (SMARI) helped Lexmark International “better understand who our target audience is, and then moving forward, how do we do a better job of attracting more of those kinds of companies,” says Michael Ross.

With brand and advertising tracking, SMARI measured the company’s level of awareness and penetration in the market, and how it related to the competition.

The research “enabled our executives to see that not all customers are alike,” Ross says. “And that there are some key questions that we must ask on the sales call” that enables us to generate greater success.

“That was very, very exciting.”

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