For an industry-related sales communication, the basics of marketing communication are the starting point for adapting to industry-specific productions. That all existing building blocks such as e.g. the Product & Function Summary, Product Positioning, Customer Benefit, Uniqueness (USP), Reasons why and Core Messages are put to the test and updated according to the competitive situation. At the same time, the industry analyzes are fed into a proven matrix template and there is a clear comparison of the industries with the respective challenges (on average, there are 5 to a maximum of 8 vertical sectors). The analytical results are then transferred to a creative concept and an independent sales idea is derived for each industry. The two results from vertical industry conception and marketing communication are now ready for use and are now available as presets for classic and digital sales media and for the sales training of the sales teams. The supplemental media and communication plan provides precise specifications as to which messages reach the different target groups in the planned sectors via which channels and at what point in time – and how the sales activities are coordinated with them.