Integral Mobile Data

The Outcome:

A well-focused and carefully positioned market offering and go-to-market model.

Working with Performative helped management and the board clarify its strategy for the next stage of the company’s development. It also greatly improved the quality of engagement with potential customers and our ability to forecast outcomes from those.”    Philip Neame, MD, IMD

The Challenge

Integral Mobile Data (IMD, now owned by Hytec) spent its first four years developing a mobile computing solution that enabled companies to improve customer service and reduce costs by providing mobile staff tailored task-orientated computing power in the field.

IMD engaged Performative to help move the focus of the business onto sales and marketing to grow revenue and to move into a profitable position.

The Performative Solution

Performative initially led the management team through a Market Focus Review (MFR) designed to review and consider:

  • The objectives of the next stage of the business, to provide context for the activities.
  • The business assets – products, knowledge, processes – and consider exploitation possibilities.
  • Target market and customers.
  • The portfolio and its positioning.

Subsequent work focused on addressing the points raised in the MFR and included:

  • An extensive win-loss review exercise, which explored the reasons for IMD’s past success or failure at closing contracts.  This exercise helped in understanding customer perceptions, which fed into defining the true value and positioning of the company and its products.
  • Full definition of the product portfolio and its market proposition.
  • A target market strategy including research into potential target companies.
  • A promotion strategy to rapidly create visibility to a large market.
  • A multi-level sales model to ensure that IMD targeted senior customers and did not sell purely at the technical level.

ERA Technology

The Outcome:

The end result was a fully integrated end-to-end Lead Generation process that focused on target customers and ensured valuable sales resource was engaged appropriately and at the correct time in the sales cycle.  This process delivered in excess of 10 fully qualified new customer opportunities against which in excess of £330,000 additional business was secured.

As a result of Performative developing and executing the Performance Initiative Programme we have benefited from the potential of more leads in 4 months than we would have been able to generate ourselves in 12 months.”    Divisional Head, ERA Technology

The Challenge

ERA Technology provides specialist engineering consultancy to owners and operators of large-value capital assets and systems; helping clients to reduce risk, improve operational performance and comply with functional safety and regulatory requirements.  The division of ERA focused on the Telco sector was finding it increasingly difficult to find and win new business.  A very large customer was also planning to move to off-shore operations thereby threatening the loss of a major revenue stream.  The management team recognised the need to rapidly gear up to proactively acquire and develop new customers, but there was a lack of internal sales staff to focus on this as they were fully engaged in protecting the existing revenue.

The Performative Solution

ERA engaged Performative to assist in the drive to increase new business.  An initial Sales Maturity Assessment (SMA) confirmed a number of potential improvement areas, which led to a two phase Lead Generation programme.

Phase 1 involved a series of preparation steps, tailored to the divisional objectives, to establish a solid and reliable base for generating new contacts.  This included:

  • Crystallising the value proposition and defining Service Lines and associated benefits.
  • Conducting structured “sales focus” workshops, resulting in a re-definition of the ERA product proposition and the market segments to be targeted.
  • Developing and implementing processes to separate new customer creation and development from the identification and pursuit of individual sales opportunities.
  • Creating a fully populated database of potential new customer contacts.

Phase 2 involved:

  • Creating an effective telephone-based Lead Generation process.
  • Undertaking the Lead Generation process designed to generate qualified meetings for the ERA sales team with a view to creating 8-10 new customers.
  • Handing over structured information packs to the sales team for the arranged meetings.
  • Assisting with the transition of this approach, and the associated knowledge, in house.
Fibre Technologies, sales performance improvement, MBO
Learning & Skills Council logo

Learning & Skills Council

The Outcome:

Over a four month period, Performative assisted this particular LSC to reach many of the medium to larger organisations in its area.  Using Performative’s unique business development approach, the LSC gained visit opportunities in 1 out of every 5 potential customers on the database.

“I was delighted with the excellent customer service from the team both in terms of professional advice and responsiveness.” Director, LSC

The Challenge

A local Learning & Skills Council (LSC) had launched ‘Profit from Learning’, a Government sponsored initiative designed to offer NVQ Level 2 training to thousands of businesses across the UK.  Following a successful pilot, and working in conjunction with the local Business Link, they had reached 1,000 companies and provided learning opportunities to around 4,000 individuals in their region.  As a result of this success, and following further investment, the initiative was extended with the ultimate aim of reaching the Government’s target of 12,500 learner opportunities throughout the region.

The LSC Director recognised that to create higher learner numbers they needed to overcome the challenge of developing opportunities in the medium to large organisations, which had previously proved more difficult.  In particular, they wished to gain appointments for LSC Skills Brokers to visit these organisations, in order to discuss the benefits of the ‘Profit from Learning’ scheme.

The Performative Solution

Performative worked with the LSC to structure and run a Lead Generation programme to meet the objectives of accessing larger organisations.  The process followed three phases:

  • Initiation: This crucial phase established the foundation of the whole programme by creating a well-structured framework.  Key elements included:
    • Agreement of the aims, objectives and success criteria.
    • Market segmentation, target companies and contact types.
    • Contact database creation/refinement.
  • Proposition: This important step ensured that the messages were clear and concise:
    • Definition of the detailed market proposition.
    • Tailoring of the message to different target contact types.
    • Supporting collateral.
  • Ramp Up: This phase initiated the actual Lead Generation activity and included:
    • Intensive, but highly targeted telephone calling.
    • Setting appointments and ensuring onward briefing to LSC staff.
    • Review and refinement of the proposition in the light of feedback from various types of decision maker.
mantix, business performance improvement

Wadenhoe House

The Outcome:

This was very successful measured in terms of increased levels of business from existing customers, an increase in the number of new customers and a consistent increase in the overall level of bookings.  In the area of weddings we had a phenomenal success with bookings more than doubling between 2002 and 2003 and as we start a new year, I am confident this trend will continue.”

“I have no hesitation in recommending Performative to any other organisation seeking a solution to business and/or sales performance issues.”    MD, Wadenhoe House

The Challenge

Wadenhoe House is a magnificent Jacobean manor house in the rolling Northamptonshire countryside.  It is recognised as offering the highest levels of residential and non-residential conference, training and special occasion facilities to meet the needs of the most demanding clients.  The Wadenhoe House management team approached Performative to help bring about long-term improvement in the performance of the business.

The Performative Solution

Performative worked with the Wadenhoe House team over a two year period to achieve improvement in a number of areas, the key ones being:

  • Using the Market Focus Review process, implementation of a dramatically reduced prospect database to enable much more focused selling effort to get the best return.
  • Creation of a selling model specifically tailored to the Wadenhoe House business.  This gave the sales team tools and processes to support all aspects of their selling activities.
  • Introduction of tools for the Managing Director to easily manage the process and, in particular, the sales pipeline.
  • Creation of a proper selling team based partly on existing staff and partly on a new recruit.  In particular, Performative helped identify the talent in one existing team member, who then became the team leader.
  • Introduction of the concept of meeting prospects as well as talking to them on the telephone. This was unusual in the venue business and was acknowledged to be one of the reasons behind subsequent improved performance especially in the weddings area of the business.
  • Development of a customised training and development programme covering; general selling principles, use of the telephone, handling objections, negotiating and closing.  This brought all the other work together and contributed to a significant improvement in confidence and morale across the whole team.
  • Provision of a telephone support service to coach through individual sales negotiations and any general sales or business issues.

IMRglobal

The Outcome:

Over the one year period of the assignment, the customer achieved:

  • Revenue growth of 40% from $158m to $222m
  • Reduction in cost of sale from 9% to 7% equivalent to $8m
  • Reduction in the cost of marketing by $7m.

The Challenge

IMRglobal, a well-established IT solutions provider with a sales force operating in the USA, wanted to grow and expand its reach across the globe:

  • The company had just gone public and needed to conform to the rigorous NASDAQ quarterly reporting requirements.
  • The company embarked on a rapid programme of acquisitions (11 completed in 37 months) in eight countries across four continents.
  • Each acquired business brought its own approach to sales and marketing.  However, a consistent approach was needed across all business units enabling accurate and consistent reporting.
  • Previous consultancy advice, from a reputable company, had led to a global sales training programme, which had not been successful; there was no reinforcement after completion of the courses, there was no corporate sales methodology, and there was no consistent approach to sales management.

The Performative Solution

Performative analysed the situation and convinced the senior management that for any solution to have wide, deep and lasting effect, there needed to be a programme of change across the organisation – not just in the people, but also the underlying infrastructure, methods and processes.   A one year programme was authorised, with the key goal of developing a sales approach that could be easily and consistently implemented in each region.   In our roles as interim global sales and marketing VP the following was achieved during the programme:

  • Developed a new go-to-market model with a supporting sales methodology.
  • Overhauled and restructured the US marketing operation which also functioned as the global marketing function.
  • Profiled, re-structured and rebuilt the sales teams and their compensation schemes.
  • Developed and rolled-out sales skills and process education programmes globally.
  • Developed and implemented a new, more structured, sales management approach.
  • Recruited sales directors and sales managers for the US operation and supported other regions in similar recruitment activities.
  • Continued mentoring and support for a further 18 month period.