Challenge

Enable a global communications software company to increase the value of existing customer accounts through the introduction of cloud products and services and move away from a reliance on maintenance of legacy products to reach sales targets.

Results

• Account plans and approach strategies were developed for 15 accounts within 10 weeks
• Within 3 months 9 accounts had active conversations with decision makers
• Within 1 year 12 of the 15 clients were evolving their contracts to SaaS
• Insights project expanded
• Budget unlocked to tackle 2nd identified route to sales force improvement

Approach

Strategy to Revenue’s Discovery confirmed that while the company’s corporate strategy clearly articulated a move to cloud and virtualization, the field sales teams lacked the nuanced messaging and sales skills to explain the benefits of this approach to customers. A Mapping session identified the two routes to address this problem. With one route delivering a much faster result, the team concentrated their efforts on large corporate customers first. Strategy to Revenue worked with regional sales and marketing leaders to deliver a version of the corporate messaging that was market relevant and focused on the company’s points of differentiation. Simultaneously, an Insights program was initiated, with the Strategy to Revenue team carrying out targeted active insights to deliver granular analysis of key decision makers, their communications styles and influences across the top 15 accounts. Each organization profile resulted in an account development plan for the team to approach the target organization covering why, who and how. Online assessment and training was added to help sales teams acquire or brush up on relevant sales skills fast.