Quadrant Strategy

Solving the sales journey

We speak to many of the largest B2B companies in the world, and we consistently see four key areas where there is a need for strategic solutions and support. Our Quadrant Strategy defines the approach, while our Product Box organizes these solutions into actionable results.

Here is a breakdown of how we navigate each of these four critical areas.

Advertising & Pre-Sales

Sales Enablement

Training & Internal Communication

Customer Experience

Quadrant 1

Pre-Sales & Advertising

The most common challenges in pre-sales and advertising are identifying the target audience, getting their attention, and directing them to sales.

Today, this is further complicated by AI-generated content saturation and the increasing complexity of multi-stakeholder decision-making.

This is where research becomes essential: it helps you identify your target audience, pinpoint their pain points, craft your messaging, and determine which campaigns will best capture their attention and drive them toward sales.

From there, we curate the specific solutions needed to tackle these challenges. Whether through individual tactics or integrated campaigns, we leverage targeted LinkedIn ads, content strategy, and thought leadership. We also optimize landing pages with a focus on UI/UX, manage tradeshow presence, and implement demand gen programs that train your team for a 1-to-1 approach. All resulting in an outcome that qualifies leads and directs new prospects to sales.

Explore examples of our work in this area below:

Mission Accepted: 3 Full Character Live Productions in 3 Days for Windstream

Richter Brings Cinema Production to Windstream

Messaging and Ad content to bring Dell Cloud Services to market

Quadrant 2

Sales Enablement

On average, sales reps follow up on new leads about three times. In reality, it often takes 20 or more contacts to arrive at a closed deal.

Supporting a team to stay engaged through that entire process is paramount to closing the sale. We start by mapping the sales process from start to finish and keeping client retention step by step. We map a process custom to your organization and its specific needs. With that framework in place, we can develop the specific assets your team needs to sell effectively. Depending on your goals, this can include items such as pitch scripts, objection handling guides, discovery decks, case studies, or specialized pitch site pages.

Additionally, we work on specialized initiatives such as net new logo campaigns, where we consult and help create a tailored 1-to-1 approach to winning new business.

Explore examples of our work in this area below:

Turning Insight into Impact: A Story of Creative Transformation with Deloitte

Elevating Blue Yonder’s Trade Show Experience

Richter Scores a Touchdown with Windstream at the Pittsburgh Steelers Stadium

Quadrant 3

Training & Internal Communication

To accomplish your organization’s objectives, your team needs to follow the right steps at the right time.

Even with a mapped sales process and the proper assets in place, training is what ensures the model is repeatable. Whether it is a sales team or any other department, the goal is to create a standard that anyone can refer back to.An easy way to visualize this is with LEGO. If you give ten people a pile of bricks and say 'build a car,' you will end up with ten different cars. But if you give them the exact same instructions, you get ten of the same car. That consistency is what we are aiming for, but it requires both the instructions and the training to follow them.
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We break down any internal process to create the videos and tactical drills needed to achieve this. Additionally, we focus on leadership goals and how to align the entire team to the company vision through clear, consistent communication.

Explore examples of our work in this area below:

Bringing Lenovo through the stratosphere

Quadrant 4

Customer Experience

In the last quadrant, we ensure that the effort spent winning the customer in the first place isn’t wasted.

Our focus is to create a 'sticky' experience by reviewing every touchpoint from start to finish. We look for where the process might break down or become frustrating and then fix those gaps. This could involve refining the onboarding process, creating YouTube help content to solve user problems, or improving internal SOPs on customer handling. Whatever the challenge, our mission is to iron out the friction so the experience is intuitive and seamless.

Communication is at the core of everything we do. It is the key to creating the right assets and strategies required for each stage of the journey. To do this effectively, you have to understand the audience and the B2B revenue journey as a whole. Richter has spent the last 16 years obsessed with supporting these specific areas. We have worked with many of the largest and most sophisticated companies in the world to ensure their objectives are met through these actions. We have a full playbook of ideas for these quadrants to help your team achieve the outcomes you need.

How they connect

Distinct but Dependent: While each quadrant addresses a different problem (Attention, Closing, Consistency, and Retention), they are not silos.

If you have great Advertising (Q1) but no Sales Enablement (Q2), your leads die in the funnel.
If you have a great Sales Process (Q2) but no Training (Q3), your team can't execute it.
If you close (Q2) but have a poor Customer Experience (Q4), you lose the revenue you just fought to win.

The Quadrant Strategy & Product Box

The Quadrant Strategy is a holistic diagnostic tool. It looks at the B2B journey as a single, connected revenue engine rather than separate departments.

The Product Box is the delivery vehicle. It’s where those strategic insights are turned into tangible things—videos, decks, scripts, and SOPs—that the team actually uses to drive the outcomes.

Solving the sales journey

We'd love to set up a call with you to walk you through our end-to-end strategy.