CRM software vendor

Background

The company developed highly functional software for CRM (Customer Relationship Management). It had traded for 6 years and gained 2 major customers in different sectors. It had:

large established competitors and limited differentiation from them
a market indifferent to its value proposition
highly technical sales tools
discouraged salespeople

Challenge

To identify and penetrate the most accessible segments, and maximize sales in the least time with the least expenditure.

Solution

Project 1:

We appraised the market, product and strategy; identified retail as a key vertical and recommended repositioning and re-branding the product. We developed the sales strategy, created marketing and support collateral, demonstration protocols and scripts targeted to this vertical, and used them to qualify the major retail players on behalf of our client.

In 14 weeks the company closed a $4.5m sale, the largest in its history., and then several smaller ones.

Project 2:

We re-packaged the product as a cut-down version with fewer functions for lower investment, for wider appeal to small to medium businesses (SMEs) in retail. We re-wrote all selling tools, developed ROI models, re-worked all existing case studies to highlight benefits relevant to retail SMEs. We used our tools to prospect the SMB retail market.

In 7 weeks the company closed 2 significant new SMB deals.

Project 3:

The company wanted to leverage a large casino client to gain access to the NSW club market. We reviewed service and product capability and developed the marketing strategy for the new market. We devised a new brand, new name, new look, and created a complete suite of marketing collateral including ROI models, targeted to the club market. We profiled ideal prospects and targeted them.

In 4 months the company closed a significant deal in the Australian club market.

Results

Within 12 months the company doubled its revenue and re-positioned itself for growth.

In March 2005 the company was sold for $5.5m to a US-based global competitor.

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