Driving Mid-Market Share Growth
Client: Multinational Financial Services Company
Challenge
The client wished to develop discrete sector focused value propositions to increase their share of the mid-market, globally.
Three sectors were initially chosen in Europe and we were asked to lead the process.
The approach contrasted with the historic practice of a generalist sales and marketing approach based on geographical territories.
It was important that the process was inclusive and different Pan European client teams were involved in each sector project stream.
Approach
DESK RESEARCH: A comprehensive desk research exercise looked in depth at each sector across European markets. Common characteristics were reviewed and analysed. We looked, in particular, at the key value drivers for players in the sector.
INTERNAL INTERVIEWS: Depth interviews were conducted with internal client sector and technical experts to understand their views of sector dynamics and their own core competencies.
CLIENT / PROSPECT INTERVIEWS: Depth interviews with senior executives from companies in each sector were conducted across Europe to probe their business drivers, understanding of competitive dynamics, evolving needs and the key decision-making criteria.
SITUATION ASSESSMENT: A situation assessment was developed highlighting sector dynamics, business value drivers, an understanding of evolving customer needs and their fit with the client’s core competencies.
WORKSHOP: A facilitated client workshop to review the situation assessment and jointly explore sector characteristics, key opportunities and emerging proposition hypothesis.
VALUE PROPOSITION: Development of value proposition recommendations and a related sales framework in each case.
TRAINING: An internal training programme was developed and delivered to help the sales team execute the new approach.
Outcome
Three sector value propositions agreed and embraced by European client management, with a high level of buy-in
Early client sales wins with major accounts, using the new proposition framework
A roll-out across all other sectors