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: Smart lead generation

Using LeadMAX  methodology, 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: Rebranding 1

Using PosMAX and FabMAX methodology, 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 these tools to prospect the SMB retail market.

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

Project 3: Rebranding 2

Results

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

In March 2005 the company was sold  to a US-based global competitor for a significant profit.

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