Marketing strategy design and implementation
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.
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.
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.