European ECM vendor

Project 1 - Channel qualification

Background

This European company was a pioneer in Enterprise Content Management and Collaboration software. It had offices in Germany, US and UK and distributors elsewhere including Asia Pacific. Its regional distributor was based in Sydney, was small and under-resourced. The company had:

no local reference sites or local track record
no sales tools suitable for the Australian market
a basic website
no salespeople
limited pre-sales resources and budget
several large established US competitors
resellers who were commission-based single operators working
from home.

Challenge

To launch the product in Australian market, to engage the European vendor in the region, and to create a defendable niche in the market to support sustained regional growth.

We consulted overseas references and local key opinion leaders for objective product feedback. We recommended:

re-positioning the product with a European flavour to deflect
competition
networking to access key prospects, rather than cold calling
appointing established resellers with market traction, internal sales
and pre-sales resources and complementary products.

We:

rewrote all marketing materials including website content
wrote prospecting scripts, demonstration scripts and partner
acquisition tools
used them to qualify key prospects and potential resellers.

Outcomes

In 8 weeks:

we progressed 5 major prospects to demonstration phase
we confirmed a national reseller which had >300 people across
Australia
we partnered with this reseller on a major government tender.
the company was the short-listed favourite to provide software and
services to the largest cyber-school in Australia.

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