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.