CASE STUDY Situation – How to reduce customer acquisition cost while improving advertising effectiveness The news publisher’s lucrative print advertising sales were withering. Lower margin digital media ads were replacing newsprint. Simple cost cutting was insufficient. Core transformation of the entire business had to deliver a viable, lean enterprise. The ideal starting point: the current advertising sales management process. Its sky-high customer acquisition cost was bleeding cash. But success required an end-to-end overhaul. It had to begin with lean product development and marketing operations. And these efforts had to dovetail with a lean sales initiative in digital advertising. Instead, the company’s internal operations consulting teams slowly toiled at narrow, one-off, c

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