Accelerating sales performance for Visa by closing the communications gaps

Abstract

This paper discusses a unique approach to the acceleration of sales using two distinct yet related techniques. The first is to close communications gaps between marketing, sales and customers by implementing active two-way communications. The second is to achieve a change in management approach by restoring the counterbalances of intuition, intelligence and initiative to the dead weight of compliance-based management style. Good communication restores the exciting, unpredictable and challenging experience that attracted most people to marketing in the first place. More importantly, feeling how products are being received and sensing the direction in which the market is going, instincts become sharper and emerging opportunities are more readily identified and exploited. The skilled implementation of good two-way communications can bring about just such changes in management style. Manifest provides a detailed case study that demonstrates how its approach accelerated and sustained sales performance of the Visa Business Card and inspired Visa Europe's management board to adopt a fresh approach to marketing communications.