Compliance ASP vendor

Project 1 - Marketing Strategy

See also

Project 2 - Smart 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,  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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