In-plants as Visionary Leaders
Such a transition is not easy for commercial printers, though, because it requires them to reposition themselves. They need to target different prospects with different sales approaches while adding new capabilities and expertise.
Here's where in-plants have the advantage. They share the strategic objectives of their parent organizations and can securely leverage the data, skills and expertise, of their marketing, IT and sales teammates without crossing the firewall. Yet few seem to be grabbing the opportunity. Only about 3 percent of PODi's members are from in-plants even though those same larger profits eyed by commercial printers represent bigger savings for in-plants to bring home.
- Companies:
- Ricoh Corp.
Greg Cholmondeley is president of Cholmonco Inc. Cholmonco is a technology marketing consulting company that researches, analyzes and documents best practices and innovative solutions. Cholmondeley is especially interested in how industry leaders efficiently get work through digital printing and marketing services operations. He has also written two fictional novels. The first is titled “Nakiwulo and the Circle of Shiva” and the second is called “Princess.” You can learn more about his consulting practice and read more of his blogs at www.cholmonco.com. You can discover his books at http://books.cholmonco.com.
