Australian security vendor

Project 3 - CRM Analysis

See also

Project 1 - Compelling collateral Project 2 - Marketing plan

Background

This established Australian vendor has created an intelligent, integrated, modular security solution that is used in the most demanding client environments including defence, intelligence, law enforcement, finance and taxation in Australia Europe and Japan. The solution is complex, feature rich and includes patented intelligent security capability.

In previous projects we had:

• Distilled its competitive advantages and key messages from a wealth of technical information
• Created a new tagline that showcased the company’s patented process and reputation
• Created a suite of print collateral and posters for a UK security conference
• Defined a concise Marketing Action Plan to target specific markets, that could be implemented with limited personnel
• Created a mechanism for monitoring and managing progress of the Marketing Action Plan.

The company’s prospect database:

• Had been accumulated over 14 years by different contributors
• Contained over 10,000 individual contacts, yet little information per name
• Contained multiple overlapping categories yet limited segmentation or usable intelligence
• Was being used as the basis for ongoing telemarketing, which was generating a regular number of relatively unqualified leads.

Challenge

To extract usable intelligence and trends; to define contacts with the greatest potential for telemarketing focus over the next 12 months.

Solution

To gain insights we:

• Cut the data into 2 categories, those contacted and those still to be contacted
• Determined that 76% of the database has not yet been contacted
• Analysed the 14% contacted, by status, data source and vertical, using existing categories
• Determined that existing categories led to ambiguous intelligence
• Renamed and re-categorised the 14% with industry standard terminology
• Renalysed the data using new terminology and compared the two
• Compared profiles with current prospect and client organizations
• Recommended areas of focus for greatest return.

Results

In 1 week the company gained:

• Full analysis of its data using existing and industry standard terminology
• Comparison of the two analyses, the differences and implications
• Definition of the data sources and verticals, decision maker types and levels that generated the majority of genuine leads
• Recommendations for cutting and targeting the residual 74% of contacts to define the highest potential prospects for future lead generation campaigns
• The ability to focus effort on 5 verticals, 3 data sources and 1 type of decision maker.

Feedback

“It’s good to see some clarity. We have confirmed which verticals, data sources and decision makers have the greatest potential for us, so we can focus on the vital few not the trivial many.”

Sales Director, Australian Security Vendor

 

Back to CLIENTS