Compliance ASP

Project 1 - Marketing Strategy

See also

Project 2 - Channel qualification Project 3 - NZ Channel qualification Project 4 - Reseller training Project 5 - Website revamp Project 6 - Media relations and PR Project 7 - Grant application Project 8 - Overseas markets

Background

This Australian company had developed a compliance-related service with relevance in government and major corporates. The company had:

no dedicated sales people or resellers
generalised sales tools
1 major customer, the original development partner
contracted external salespeople over 6 months
gained limited market insight or sales as a result.

Challenge

To maximize market exposure, penetration and sales using existing resources.

Solution

We analysed the service offering, competitors, potential market, and sales and distribution options. We recommended:

defining their offering in more compelling terms
avoiding contracted sales services
using their own sales people, and equipping and targeting them
better
focusing on unique capabilities rather features shared by
competitors
focusing on a limited number of accessible verticals.

We rewrote all sales tools, website content, and devised scripts to prospect potential partners, resellers and prospects.

In 3 weeks the company was able to:

identify and focus on fewer higher potential prospects
focus on alliances and key verticals using its own people
sharply differentiate its service from competitors
reduce its overheads.

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