Panasonic Business was working with five different agencies in five different countries across Europe to generate leads for its 11 product lines. Each agency had different marketing systems, different levels of selling skills, and of course, different languages. Results in terms of quality and quantity of leads was uneven. Panasonic found it overly complicated to manage all five agency relationships.
On top of this problematic situation, Panasonic needed to expand their business development work at first to even more countries. The challenge: to find a single agency that could generate high-quality leads with native language speakers in all the countries they were working in.