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Sales & Marketing Acceleration - High Tech - Large Company
The Challenge:
As enterprise software spending went into decline, already fierce competition intensified. Company needed to improve its relationships with existing clients and to effectively differentiate from competitors to win new customers.
Road Map:
Customer intimacy and problem solving became paramount to sustainable growth.
Ignition:
Analyzed market data, third party research and customer feedback to determine key criteria in win/loss;
Created Industry CoE's to examine specific market pressures in the key segments that provided strongest growth potential (product fit, uncaptured market opportunity);
Marketing programs, collateral, corporate branding reinforced new go-to-market approach
Acceleration:
Aggressive communications campaign internally and externally to promote focus areas;
Training, seminars, customer references, collateral all built to support target sectors;
Industry communities were established to provide knowledge management, peer support and to roll out new solutions quickly
Cruise Control:
Every sales professional aligned to 1 or 2 industries (down from 5 to 7) - without massive reorganization;
Global transformation to industry sales approach;
New approach impacted product enhancements, marketing budget – the entire business model |
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