CONSUMER MARKETING
CMO
roundtable
“HOW CLOSELY DO YOU WORK WITH THE
SALES TEAM IN FRANCHISEE LEAD GENERATION
AND FRANCHISEE RECRUITMENT?”
Michael C. Branigan
VP, Marketing & Product Innovation
Bruster’s Real Ice Cream
The Bruster’s marketing team works very
closely with the franchise sales department.
This is a significant collaboration between
the two departments and is the lifeblood
of the organization. Besides the standard
public brand communications to prospective franchisees, the department works diligently to provide the franchise sales team
with franchisee lead
generation programs
and tactical marketing
tools that help them
generate leads.
The lead generation pro