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Marketing strategy and implementation

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Christian Salvesen: Sales and marketing planning for short term growth

Rapidly delivery of sales and marketing plans which enabled short term growth objectives to be met.

Challenge

The transport business was in a turnaround situation and required a shift from an operations led business to a focus on rapid sales growth tied into longer term business objectives. This involved a major realignment of the sales and marketing approach to achieve growth from both existing customers and new market penetration.

Actions 

  • A workshop was designed and implemented with the board to enable them to prioritise the strategic sales and marketing direction
  • Customer needs were established by carrying our face to face interviews with major customers
  • Six new service packages were created and defined based on customer needs and quick sales wins
  • New sales structures were put in place to align with the new strategy
  • Key messages and differential advantages were established and communicated to the business
  • Internal and external communication strategies were formulated and implemented

Outcome

  • The planned sales and marketing strategy was implemented throughout the business and created a shift to a customer focus organisation rather than one that was operations led
  • Focused sales targeting and prospect lists for new and existing customers created the required new revenue streams
  • The new product packages created became core to the business and are still in use

 

Christian Salvesen is now part of Norbert Dentressangle.

 

Pickfords Industrial: Identifying and exploiting new market opportunities

Establishing and implementing both a sales and marketing strategy and a major culture change to increase revenues.

Challenge

As a profitable but neglected division of a major group, the industrial removal business was looking for detailed yet pragmatic sales and marketing strategy as well as a market opportunity assessment that could be implemented within the tight resource and culture constraints of the business.

Actions 

  • Through research and analysis the market was segmented and opportunities identified 
  • Product proposition and definitions were developed for specific target markets 
  • A telemarketing function was set up to increase prospects 
  • A sales database was specified and implemented to focus and control sales 
  • Cultural buy-in was the achieved across the division  

Outcome

  • A structured targeted sales program was initiated to implement the strategy
  • A sales database and telesales activity were implemented and achieved revenue growth and product penetration in the newly identified markets
  • As a result The Group invested in the division and new acquisitions to supplement the sector opportunities were identified

Speedchain: Marketing for an IT startup from conception to launch

Strategic and creative marketing implementation and brand building for a start-up business from conception to launch.

Challenge

This start up business had developed pilot software for end to end supply chain visibility but had no market awareness or product proposition. The aim was to create a strong brand and a deep market awareness to rapidly gain customers and grow the business ready for an early sale.

Actions 

  • Defined the product and its proposition ready for market
  • Identified key target markets and customers for rapid growth
  • Worked with potential partners to create joint promotions
  • Developed an extremely strong brand image and associated brand value
  • Created all sales collateral and support
  • Implemented comprehensive media support for the brand through PR activity
  • Set up a heavily branded and sales orientated website

Outcome

  • The company received a creative industry business design award for the brand
  • The business successfully acquired key customers and rapidly grew into a viable concern and was sold to a US group within 18 months of start-up