Critical Infrastructure markets
- Project and operational documentation systems
- Stock market listed- AIM
- Collection of seven acquisitions
- North America, UK, EMEA
- £20m turnover
Results achieved using proven methodology
- 200% increase in the sales pipeline
- 50% reduction in customer churn
- 23% reduction in Opex
- Product roadmap to optimise SAAS/ Cloud offering
Context
Seven subscale acquisitions across three continents were not performing. While all targeting critical infrastructure sectors no synergy or shared services so expensive subscale operations in India, France, Poland, Germany, UK and US.
Symptom
Declining revenues due to customer churn outstripping acquisition.
Cause
Lack of a value proposition to the critical infrastructure sector with highly fractured incohesive messaging and positioning.
Fix
Build a single cohesive Critical Infrastructure Positioning Statement demonstrating a commitment to and a broad knowledge base of the sector.
Translate these Statements into tangible product features delivering associated business benefits. Driving this positioning and features through product roadmaps, value propositions and competitive counter-messaging dramatically slowed customer churn allowing the business to refocus existing sales and marketing resources to focus on new business rather than ‘fire fight’.
Created channel (OEM, Reseller, Distributor) sales model to increase profit. Tasks included: restructuring, introducing performance management, creating a management team, restructuring and implementing world-class operational management techniques (PMO- Prince2/ API), introducing a single desk ITIL customer support, establishing Target Account Selling sales methodology, implementing CMM software development principles and structured Business Forecasting.