Transactions Marketing, Inc.

Telecommunications Systems


The client was a five year old, US-based assembler and marketer of telecommunications test and control systems. Although it pioneered the corporate end user market for non-intrusive, "on-the-fly"desktop systems and held a patent protecting its switch interface method, the firm had been unable to capitalize on its early lead.

During the six month period centered on the initial public offering, TMI's principal functioned as senior marketing officer for the client. In a cash-short environment and without staff, the objectives were to create a high visibility platform for the offering, structure a marketing program and support a new VP Sales with corporate network management background but limited sales experience.


  1. Developed and implemented a trade press and investor publicity program, including the IPO roadshow. (The IPO was a sellout, including the underwriter's allotment).
  2. Designed and implemented a lead generation program which in a 3 month period produced a 400% increase in qualified end user leads, tripled sales and resulted in the firm's first profitable quarter.
  3. Defined and established a customer service function, identifying several recurring product reliability problems for engineering. Instituted monthly customer training classes, a proactive calling program and factory installation of systems.
  4. Organized and implemented the firm's first user groups, 4 trade shows and a visit by the state governor.
  5. Developed marketing strategy and budget, competitive data bank, sales aids, new product literature, field sales and distributor support materials.


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