European ECM vendor
Project 1 - Smart 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; 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.
Solution
Using LeadMAX methodology we consulted overseas references and local key opinion leaders for objective product feedback.
Results
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.
Feedback
“One of the main reasons we took it on was because of the clear business case and market opportunity that Technoledge presented to us”.
Business Manager, National IT services provider
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