Publications
Publications
- May 2008 (Revised August 2010)
- HBS Case Collection
ScriptLogic®: Point, Click, Done!™
Abstract
ScriptLogic is a software company that has built a product portfolio that fits under a 'Point, Click, Done!' umbrella; its products are easy to download, easy to install, and easy to use. The company's online marketing program and inside sales force have been very successful in finding and bringing in new customers, in part because of a laser-like focus on increasing its marketing ROI. As ScriptLogic looks toward its next phase of growth, however, it is becoming clear that some changes need to be made in order to take full advantage of its growing product portfolio. Students debate the merits of going after new customers by building an enterprise sales force or mining the existing customer base with an inside sales force that already has a lot on its plate.
Keywords
Investment Return; Growth and Development Strategy; Product Marketing; Product Development; Salesforce Management; Software; Information Technology Industry
Citation
Steenburgh, Thomas J., and Alexander Crisses. "ScriptLogic®: Point, Click, Done!™." Harvard Business School Case 508-114, May 2008. (Revised August 2010.)