Improving sales enablement - 51% growth in opportunities
About our Client
Our client is a global provider of business information services with 4 core divisions servicing customers in over 100 countries.
Context and challenges
Across our clients numerous divisions, there is a consistency in their go to market approach, in that it is based on a familiar mix of marketing and direct touch sales. There is a constant debate across these divisions to understand the impact of the marketing undertaken to truly influence and engage with current and prospective markets. Specifically management want to understand how much of the marketing that is done, supports the sales teams in their efforts to sell.
The key challenge our client faced was twofold:
- Does marketing engage with the key client and prospects and if so, how effectively?
- What combination of marketing activities (automated, direct, promotional, educational etc ) have the greatest impact on specific targets groups in different regions, when considering their propensity to buy?
Solutions and results
Trovus has been working with our client on creating a Marketing Impact Measurement Programme™ by implementing the following phases;
- Identify all marketing channels and campaigns that are in place to reach out to the identified target audience.
- Identify the customer intelligence data sources that will underpin this analysis. These include:
- All CRM data.
- All financial data.
- All opportunity management data.
- All marketing engagement data.
- All web browsing data.
- Creation of a visualisation format and subsequent dashboards that allow for the integration of the intelligence to give clear answers to the challenges described.
- Provide supporting services from Trovus consultants to allow for the accurate interpretation of the intelligence and the development of internal processes for the adoption of the intelligence.
- Providing change management through onsite services.
- Recommendation around ‘what next’ focusing on making the most out of the intelligence as part of the traditional marketing processes.
Results
- Our client was able to see, in an instant, the impact that marketing is having on engaging with and drawing reaction from markets to individual organisations.
- Our client could immediately understand that the messages being carried by marketing were strongly engaging the target market, however they could also see that the sales team was not using the same message to engage the market.
- The outcome has been:
- In the first month, an uplift of 51% in key target opportunities.
- Confidence that marketing is engaging with the right market.
- Significant improvement in the working relations between sales and marketing.
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