Marketing Strategy - Business Impact Solutions

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Marketing Strategy

Problems Solved

Marketing strategy design and implementation

Background

The company provides a range of training courses and services has grown successfully since its foundation three years ago

Problem / Opportunity

  • The initial sales & marketing platform is no longer delivering results in line with the continued growth plans.

  • The business is reconsidering its new business development strategy and the ability and skills of the sales and marketing team to deliver.  

  • Sales had been developed using simple email based marketing, but response rates have declined significantly.

  • The absence of any CRM or contact management system is leading to poor client management.

  • A board level restructure has given marketing responsibility to the operations director who has limited experience in marketing.


Solution
A detailed business audit was conducted to generate recommendations for future development. A series of one to one interviews and discussions were conducted with key staff and key solution partners were identified and researched. This was followed by a formal feedback presentation to the Managing Director covering; research conclusions, business objectives, prospective customer targeting and CRM, product and service offering, new business promotion, key issues resolution and long term business ownership strategy / exit plans.

From these recommendations, we worked with the Managing Director to replace the existing key account manager role with 2 new customer account managers to ensure a high energy level sales effort was feasible. At the same time a coaching programme was established to develop the skill of the marketing manager and to ensure that a sustainable marketing strategy was established with detailed campaign actions to ensure that the new sales resource was fully supported with quality sales opportunities. Finally a CRM system was developed and implemented to ensure that all customer contacts were scheduled and recorded and that campaign results were measurable.


Results

The company now has a defined strategy for each of its core offerings, it knows what a key account looks like and how to manage them successfully and it has a powerful direct marketing programme to develop sales in new sectors and geographies all underpinned by a motivated and energetic team.


 
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