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IT Analyst Firm
Background
An IT analyst firm based in New York that specializes in hands on competitive analysis. With 100% of 2001 sales
revenue coming from IBM, the firm needed to diversify its client base and to identify new growth opportunities.
To address this issue, the firm hired mrp in May 2002 to develop and execute its marketing
program, manage their prospects through the pipeline, and to generate qualified opportunities.
Objectives
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Increase the awareness amongst IT product managers of the clients’ value proposition.
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Develop, test and refine the message used to reach these decision makers to clearly differentiate
the client from other, “less custom”, IT analyst firms.
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Work closely with the existing sales resources to segment targeted markets and find the clients’
“sweet spot”.
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Develop, test and implement a sales process in which mrp consistently
generates sufficient revenue opportunities and improves the closing methodology of the clients’ existing
sales resources.
Execution
After several months, mrp blew away client expectations, setting up 48 direct
qualified appointments with decision makers. However, only one sale occurred from these meetings, with a Microsoft
product group.
Utilizing the market intelligence gained thus far, mrp adjusted the marketing
plan and focused efforts on five key target accounts - Microsoft, Sun, Oracle, HP and Cisco. Narrowing the focus
allowed the team to gain a deep understanding of each target accounts’ product groups, which mrp
believed were the true sweet spot.
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The client base expanded to include Microsoft, Sun and Oracle.
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By utilizing mrp’s Marketing Management System and Tactical Development
team, Q1 2003 was the client’s best quarter in three years. 100% of this revenue was derived from the efforts
of mrp.
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Since the beginning of the relationship with mrp, the client has realized
an ROI of over 1000%, and incremental revenues in excess of $600,000.
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