Case Study

Context

North American executive decided to recharge the European Launch to increase market share and fix expensive European operations yielding near-zero growth off meagre numbers.

Cause

The company had drifted into competing across a wide range of markets, sectors and industries.

Symptoms

This drift manifested itself as low sales win rates with a highly volatile pipeline (deal slippage and loss), all associated with very high resource demands and a chorus of requests for more resources, further exacerbating margins.

Fix

Defined the regional growth strategy focused on a combination of Penetrate (80%) and Market Development (20%) focused on selling existing solutions to new and existing customers. Defined a regional named account list based on absolute and relative competitive advantage and refreshed Product value proposition and competitive counter positioning.

These details fed and fuelled revived Brand Awareness, Demand Generation and Sales Enablement activities and enabled the launch of Account-Based Marketing to prospect specific personas in each target account. Sales, Pre-sales, Business Development and Marketing teams were retrained to sell the existing solutions leveraging the new counter competitive value propositions. To drive effectiveness and efficiency, manage new sales best practices for opportunity management and target account selling were successfully rolled out.

The improving performance was measured and monitored by a new pipeline management and forecasting process.