The new business unit leader realized that they couldnt depend on the historical catalog marketing approach (Drop Ship a Catalog, and wait for the phone to ring).
The key learnings here included:
ADDING Inbound sales approach could turnaround a primarily inbound business
Changing the Script to include asking about the projects that customers were working on was easily able to increase the average contract value
Increased Market Intimacy Assisted in Prioritizing Outbound Telesales Efforts and Engineers were More Excited about outbound calling and selling