Download pdf - Internal Go-to-Market Strategy - GrowthPlayInternal Go-to-Market Strategy Sales Engagement Efforts Produce 35% Increase in Sales 1 The Client and Business Challenge The client, a consumer

121W.WackerDr.Suite1750,Chicago,[email protected]©2016GROWTHPLAY

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sitekickoffsforalllocations,whichincludedsalesmaterialdistribution,engagementincentivesandinteractivesessionstodiscusstheproductpositioning.

•Daily/WeeklyCheckpoints–Forthefrontlinesalespeople,theprogramincludeddailyupdatesonamicrosite.Theupdatesincludedfeaturesonbestpracticesandannouncementsofprizing/rewardsfortopperformers.Fortheleadershipteams,GrowthPlayhostedweeklyconferencecallsforeachsalessitetoidentifysuccessesandhelpovercomechallenges.

Measurable Results

•35%increasewithsalesforproductcomparingto90daysafterprogramlaunchtoprevious90-daytrend.•90-dayprogramresultedinanimprovementinskillsandbehaviors,whichdroveasignificantROIfortheclient.

InternalGo-to-MarketStrategySales Engagement Efforts Produce 35% Increase in Sales

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The Client and Business Challenge

Theclient,aconsumertechnologyprovider,introducedanewsupportandwarrantyservicetosupportitscoreofferings.Thisancillaryservicewaslaunchedtoallchannels,buttherewasnostrategicvisionforenablingthechannelsormanagingperformance.Theservicehadsomeearlysalessuccess,butsaleshadstagnatedandstartedtodecline.

Driving Value for the Client

GrowthPlayfocusedonisolatingthemostcriticalsaleschannelsandcustomizinganengagementstrategytothespecificcustomertypesandconversations.Withthatstrategyinmind,thefollowingelementswerebuilttodriveengagement:

•CustomMessageandMaterials–GrowthPlayworkedwithfrontlineteamstoidentifythemostsuccessfulvaluemessagesfortheproduct.Thefocusshiftedfromfeaturesandbenefitstoidentifyingdistinct“painpoints”thecustomerswereexperiencing.Allmaterialswerecustomizedforthechannel(sales,customercare,etc.).Thetimingandmessagingweredifferentbasedonwhenandhowtheywereinteractingwithcustomers.

•BrandedCampaign–Theengagementefforthadacustomthemethattiedinwiththeyear-endholidayswhencustomerswouldbeplayingwithnewconsumerelectronics.Thethemeextendedtomultiplemedia,includingfliers,postersandmicrosites.

•ProgramLaunchEvents–Hostedon-

After 30 days, sustained performance indicated an improvement in skills and behaviors, which drove a significant ROI for the client.