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Good insight is critical for gaining a thorough understanding of your market, channels and customers. But all too often, organisations fall back on received internal wisdom and outdated assumptions, severely limiting the possibility of the breakthrough thinking that can mean the difference between failure and success.
Our approach is all about delivering the actionable insights you need to inform your go-to-market strategy. We’ll identify the trends and drivers impacting a particular segment, the needs and behaviours of your target customers, and the requirements and expectations of your channel partners.
Typical projects we undertake for our clients include:
Vertical market research and analysis
Competitive positioning and capabilities analysis
Competitor messaging reviews
Customer needs and attitudes research
Channel partner surveys
Routes-to-market analysis
If your strategy’s not right, even the most creative campaigns and the strongest sales teams won’t be enough to maximise your opportunity. But building a winning B2B go-to-market strategy, then turning that into a robust, commercially-viable execution plan, isn’t straightforward.
Using our extensive experience, our consultants will work closely with your teams to deliver a go-to-market strategy and a plan that supports your goals. We’ll use structured methodologies to ensure that plans are based on a robust analysis of both your market environment and your own competitive strengths and weaknesses. It’s an approach that enables you to achieve success by targeting the right opportunities with the right propositions through the right channels.
Just as importantly, we’ll also make sure that your key stakeholders and teams are fully bought in, and that you’re equipped with a plan that you can actually execute.
Typical projects we undertake for our clients include:
Refreshing company or business unit go-to-market strategies
Vertical or segment-specific go-to-market plans
Routes-to-market strategies
Product/service launch plans
Demand generation plans
However great a product or service may be, you can’t create demand unless you communicate why it’s relevant to your target customers. You need to demonstrate how you’ll create value by solving their challenges or opening up new opportunities. And you need to do it all in a way that fires their imagination.
We’ll create stories that engage customers by talking about the stuff that really matters to them, in a way that resonates. We’ll help you define the points of view that position you as a distinctive, authoritative voice in your industry. And we’ll ensure that you can clearly articulate your value proposition, then back it up with real substance.
Typical projects we undertake for our clients include:
Market stories that support brand positioning
Product and service propositions
Opinion and insight-led messaging for thought leadership programmes
‘To partner’ propositions
Joint proposition development for alliances and channels
In today’s tech industry where disruption runs riot and the channel landscape is constantly shifting, how can you ensure you have the right routes-to-market to achieve your goals?
Leveraging our extensive channel experience and proven frameworks, we’ll help you build a scalable and sustainable channel that supports your growth objectives. We’ll work closely with your teams to identify the right types of partners to work with, define your partner proposition and build the programmes and tools you need to attract and engage those partners.
Typical projects we undertake for our clients include:
Channel landscape analysis and segmentation
Defining routes-to-market strategies
Building partner propositions
Developing partner recruitment campaigns
Designing partner programmes and incentive schemes
Planning and executing channel communications
Too many marketing programmes treat sales and channel enablement as an afterthought. But there’s little point building great awareness and generating inbound leads if your channel partners and sales teams aren’t educated, enthused and equipped to successfully convert interest into sales.
We’ll work with you to ensure that the customer buying journey is understood by everyone, and that your sales channels are equipped with the knowledge and the tools they need at each stage of their engagement with prospects. Whatever sales model is right for your market – challenger, consultative, strategic or solution – we’ll ensure your sellers have the insights and the tools they need to succeed.
Typical projects we undertake for our clients include:
Sales enablement tools (including playbooks, talking points and videos)
Sales presentations
Outbound calling and conversation guides
Sales training materials
Competitive ‘how to win’ cards
Through-channel campaign toolkits
Generating demand means getting a lot right. You need relevant insights, a distinctive point of view, a compelling story, clearly defined personas and buying journeys, engaging content, the right combination of tactics, effective channel enablement and appropriate use of digital platforms.
By combining our strengths in planning, messaging, content development, creative execution and digital platforms, we can help you build and execute effective lead generation campaigns that deliver the results you want.
Typical projects we undertake for our clients include:
Integrated lead generation campaigns
Content development (including videos, eGuides and infographics)
Fully managed inbound campaigns
Vertical campaigns
Through-channel campaign toolkits