Product managers are often frustrated by their efforts to collect market and competitive intelligence from Sales. In turn, Sales is often frustrated by product managers’ continual requests for information, which are often unclear. This is a case study where Ellen helped a company solve these communication problems. You will learn about elicitation which is the collection of information through a more conversation style versus the direct method of interviewing through asking questions. Elicitation can be used by Sales to help them get answers to product managers’ key questions. Elicitation also helps Sales better organize their customer meetings. In these tough economic times, elicitation can help your company do more with less, as your sales force will gain more insight with every sales call, and close more deals!