Case Study: Better Together - Doubling Sales Impact by Combining Product Lines

A global enterprise hardware provider faced aggressive competition from Zebra, the market leader in handheld devices and mobile printers. The company sold two distinct product lines:

• Handheld devices used for inventory control and package tracking.
• Portable printers for warehouse labeling, receipts, and on-the-go documentation.

These products were typically marketed and sold separately. Sales teams focused on whichever product was easiest to sell, often ignoring cross-selling opportunities. Without an integrated sales approach, Zebra maintained a larger market share, and salespeople relied heavily on cold calls and price competition to win deals.

While speaking with the technical team, it became clear that the company’s handheld devices and printers, when used together, delivered far greater efficiency, fewer errors, and faster operation compared to competitors' mixed-brand solutions.

This was a unique advantage — competitors did not own both product categories and could not optimize them for seamless integration.

The realization: Our technology was literally “Better Together.”

To test the hypothesis, the marketing leader proposed a competitive outbound campaign using two separate lead generation vendors. Each would:

• Target different prospect lists based on geography, industry, company size, and economic factors.
• Leverage side-by-side performance comparisons showing reduced bugs and faster throughput.
• Use a professionally recorded live-action demo video featuring technicians running real-time head-to-head tests against Zebra solutions.

With a budget of $50,000, the spending was split evenly between the two vendors, allowing for a true performance comparison. The generated leads were handed to regional sales teams for closing.

The program quickly validated the “Better Together” positioning:

• Cost per lead dropped by $200, translating into $1.2 million in annual savings.
• Sales revenue increased by 121% within the first 30 days of launch.
• Regional VPs reported unprecedented close rates and higher printer attach rates to handheld device sales.
• The compelling visual proof from the demo video became a lasting asset for both sales and marketing.

• Break down silos: Collaborating with technical teams uncovered a competitive advantage that the marketing and sales teams had overlooked for years.
• Don’t default to discounting: Growth doesn’t always come from lowering prices. Sometimes, it’s about maximizing the value already built into your products.
• Prove it visually: Real-time, side-by-side comparisons can turn a sales pitch into undeniable evidence.

The “Better Together” campaign proved that a company’s most powerful growth opportunities are often already within reach — by uncovering and amplifying hidden strengths, you can unlock faster growth, greater efficiency, and significant cost savings without cutting price.