Case Study · Marketing & Sales
Marketing, Sales & Commercial Decision-Maker Study
12 markets · Marketing, sales & revenue leaders
Markets
12
Method
Survey + IDI + groups
Audience
Marketing & sales leaders
Focus
MarTech selection
Project overview
At a glance
Compared marketing, sales and revenue leaders for a global marketing-technology company examining how businesses select marketing platforms and how commercial roles are changing.
- Audience
- CMOs, marketing directors and managers, brand directors, digital-marketing, growth and demand-generation leaders, sales directors, CROs, business-development and revenue-operations leaders.
- Markets
- USA · Canada · UK · Germany · France · Brazil · Mexico · UAE · India · Singapore · Japan · Australia
- Methodology
- Online surveys, executive IDIs, focus groups, concept testing, brand-perception and buyer-journey research.
The brief
Understand how businesses select marketing platforms and how the responsibilities of marketing and sales teams are changing.
Research focus
What the study explored
- Marketing technology
- Advertising
- Lead generation
- Customer acquisition
- CRM
- AI
- Marketing budgets
- Vendor selection
- Sales & marketing alignment
- ROI measurement
How Yamada delivered
Delivered as one coordinated sequence
- 01Multi-market feasibility
- 02Screening across marketing, sales and revenue roles
- 03Commercial-leader recruitment
- 04Role and involvement validation
- 05Fieldwork coordination
- 06Quality control before delivery
Quality controls
Quality controls applied on this project
Only the checks this engagement required — selected by audience, methodology and risk profile.
- 01Comparison across marketing, sales and revenue roles
- 02Role screening
- 03Company-profile validation
- 04Centralised QC
Outcome
What the research delivered
The research identified buying triggers, vendor-selection criteria, competitive strengths, messaging opportunities and market-specific differences.
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Project examples are representative engagements. Client identities and commercially sensitive details are withheld where required.
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