This customer is a manufacturer of printed circuit boards and associated services. Having grown significantly since migrating from being an OEM to an outsourced contract manufacturer they now needed to capitalize on the investments made in people, processes and technology.
The company wished to grow from £17m to £40m over the next 5 years attracting 5-10 new customers spending approx. £1m – £5m per annum. The sales cycle was typically 12-18 months.[box] Jacqui really understood our issues helped us with some quick wins and then just ploughed on through the rest of the marketing activities for us with amazing energy![/box]
The company had made huge investment in all areas of the business including their sales and marketing; however the strategies employed were not delivering as anticipated.
- They were seriously over spending with no measurement on ROI and very few quality leads being generated.
- The outsourced companies that they were using for design, web, telemarketing and PR hadn’t been managed effectively and therefore were also not delivering what was needed to drive the marketing strategy forward.
- A new website had been procured in 2006 and was still not live by spring 2007, causing them to be deselected from companies in new markets that they want to do business with.
- The prospect data was held in disjointed places including several Excel spreadsheets, on bits of paper filed away and in various employees Outlook systems.
- The presentation, proposal and sales letters were all using different fonts, layouts and styles.
- The proposal and quote were unstructured and did not sell the proposition
- Whilst they had successfully identified new markets to enter, they were not set up to exploit them.
- They had not mapped there sales and marketing processes effectively and the resulting documents did not reflect how they did what they do.
The overall result was that they recognized that they needed to seriously overhaul the whole strategy or continue to stagnate.
After reviewing the sales and marketing process and what had been achieved to date, a few quick wins were generated and a simple but effective strategy put in place. Just some of the achievements:-
- Within 3 weeks of Jacqui Malpasses engagement the website went live, with new relevant content.
- Marketing action plan and budget created.
- All processes reviewed and redeveloped removing wasteful activities and identifying errors in various places including the pricing spreadsheets.
- A new business opportunity profile was created highlighting the ‘ideal’ customer profile which was used to target new opportunities.
- All of the disparate data was collated into an Access database, de-duped, cleaned up and checked for relevance, this was used for campaign management whilst other processes were put in place.
- A set of processes were set up for order creation from lead generation and managing opportunities to order, which included implementing a Sage CRM system and using it to manage the end to end activity.
- An external telemarketer was engaged to call from qualified data resulting in 4 quality appointments per month and a sales funnel of 250 opportunities at any one time.
- Case studies and whitepapers were produced to demonstrate their excellence in all areas.
- The (frustrated) PR Company was re-engaged to raise the brand which resulted in at least 2 articles being placed in relevant journals every month and the company becoming well known and leading the way from its competitors.
- A series of seminars were run resulting in key organizations coming in to better understand the capabilities resulting in new orders being won and invitation to present to the MOD.
- Key exhibitions attended resulted in the win of a significant order.
- Email marketing implemented raising awareness amongst customers and prospects alike.
- Internal newsletters created to raise awareness internally and to highlight employee achievements.
- Staff trained (and coached) to use the new systems and processes ensuring that key company information was always to hand.
Once the key systems and processes were implemented and a simple approach to the marketing strategy put in place this company reduced their overall marketing spend, raised its brand awareness, built a fantastic sales funnel and were winning new orders.
During 2009 the marketing management was handed back to the company.