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Sales & Marketing Acceleration - High Tech - Small Company
The Challenge:
High Tech "Re-start" in niche market has product which Senior Vice President refers to as "not only more expensive, but also more difficult to use" The company needs to capture customers and prove viability to Venture Capitalist community.
Road Map:
Key constraints to growth were identified in Sales and Marketing areas. The hidden value of the organization was in the deep technical knowledge and practical experience of its call center. By offering product trials to every prospect, the company got the product into more people's hands and leveraged internal expertise to demonstrate the product's value within their customer's shop, on the fly.
Ignition:
Market Assessment of customer needs, competitive positioning and unique differentiators;
Built sales model and compensation model to capture new customers;
Marketing programs, collateral and corporate branding reinforced new go-to-market approach
Acceleration:
Identified strength in call center capabilities and drove all sales activity to that channel;
Trial based model with detailed instructions and marketing messages included in trial kit;
Direct mail, web, seminars, trade shows built prospect db; every inquiry fulfilled with trial
Cruise Control:
Shrunk sales cycle from 6 months to 45 days;
Maintained average sales cycle while lowering cost of sale;
Continued to grow transaction volume on monthly basis |
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