Assessing the Health of Your Middle Market Product Line posted 01/10/2020







Featuring: Donna Arce and Dallas Capesius, Barlow Research Associates, Inc.

Only half the middle market companies $10MM-<$500MM surveyed in the Barlow Research 1Q19 Economic Pulse Study strongly agreed that their primary bank offers all of the services they need. This metric calls for a review of your bank’s product set to assess how well your offerings line up with market needs. In addition, it also calls for a review of your sales strategies to ensure you are adequately building product awareness and capturing your fair share of wallet.

Understanding product usage trends can help you focus not only on the most used products, but the highest growth products as well. At Barlow Research, we currently track the usage of 29 different products within the middle market banking segment (companies $10MM-<$500MM in annual sales). Categories of services include Cash Management and Deposit Services, Credit Services, Corporate Finance Services, Card Products and other services which includes international and retirement services. In addition, while tracking individual service usage, we capture the product usage at the primary bank vs. other providers.

Join Barlow Research for a one-hour webcast as we share product usage data for the middle market banking segment.

You will learn about:

  • Top products used by middle market companies
  • Products with the highest growth over time
  • Products that are most often purchased at a provider other than the primary bank

The presentation is designed for anyone involved in middle market or business banking product management, relationship management, business development, sales, marketing, market research or line of business strategy.

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