Lisa Turnbulllisa@lisaturnbull.com

Case Study: Technology company with small consulting practice

Objectives: Create extreme growth through expanding industries a large global reach—beyond the single industry (they had worked in 1 declining industry for over 15 years); utilization of more than 100 marketing collateral items; building partnership programs and developing at least one new product.

Results: Utilized extensive marketing materials to expand current and re-engage past clients

Redeveloped current database to focus on C-suite executives Developed and executed programs to use the 250K spend of marketing materials, by

prior teams, into better hands (C-suite vs. procurement) Assembled “gift-packages” for current and past clients, that were distributed within 30

days Follow-up from this action, alone, brought in expanded sales with some current and past

clients (new sales team were also introduced) Expanded media and industry related event organizations were included in the

marketing ‘gift-packages’ promotion, and resulting in two top speaking spots and a more formal referral program

Results: It was decided, by the Chairman of the Board and most board members, that only one industry to expand into would be pursued initially.

Researched new industries with a resulting focus in the F&A industry which resulted in an extremely broad range of companies that could more than triple the current client base and expansion of the global reach (most work was within North America and a dabble in Europe.)

Managed white paper/case studies authoring for web content, email campaigns, media placement and sales tools

Created a roundtable program, to roll-out nationwide, with client partners of complimentary services (shared cost for event, shared client base in attendance, controlled invitation to follow-up process to develop pipeline)

Sponsored an event, with a key note speaking spot and various breakout sessions, at a C-level forum resulting in a vigorous pipeline in F&A and brought attention with industry publications and Wall Street (showing how their software and services would affect the bottom-line)

Outcome: A general increase of current sales within the first 60-90 days from 5-15% with existing client base, involving referrals, and expanding the reach of the larger current clients. Resulting in an increase of business in 3 years.

The first event’s pipeline came from the co-sponsor of the event’s client base along with coverage in an industry publication. This event also brought an invitation for the CEO to present in an investor forum on Wall Street. This ‘new industry’ focus(F&A) was pursued, and after 8 months, signed the largest deal this organization had seen in over a decade.