Case Study

Context

Global highly technical service and software solutions to major global and regional Oil & Gas and Maritime Owner Operators, Engineering & Procurement Contractors (EPC’s) and associated supply chains.

Symptom

Low sales win rates of highly technical Tenders, Requests for information (RFI) and requests for proposals (RFP), creating elevated demand for expert resources.

Cause

Sub-optimal service utilisation (read profitability) resulted from the high unbillable consumption of valuable senior technical experts. Tenders, RFI and RFP, were responded to devoid of any qualification with no appreciation of the customers’ RFP process being the end of their buying cycle rather than the beginning of a ‘sales cycle’.

Fix

Halted all ‘cold tender/RFP responses’ instantly, freeing years of available billable capacity to execute backlog and drive revenue and profitability.

Simultaneously defined Go To Market plan focussing on targeted accounts and assembled multi-disciplinary teams to plan major account marketing and sales campaign. Completed market share per account analysis to highlight and prioritise target accounts.

Developed Account-Based Marketing strategies across up to thirty buying and influencing personas and trained non-sales highly technical ‘seller/billers’ in questioning and objection handling techniques to drive the confidence to ‘talk to customers’.

Implemented pipeline management and forecasting techniques and appointed dedicated sales leaders to drive key target accounts.