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Techcess Group Case Study-Building Our Brand
View of the Company at that time
The Numbers
• $75 per seat
• 20% Attrition rate
• 10% Net Earnings/EBITDA
The Website Sales Materials
Offerings at that time
The issues at the time
• Loss of clients
• Slumping marketplace
• Increased competition
• Proliferation of social media
• An aging brand and website that weren’t converting leads
• Operations were not yet mature.
• Lacked measurement systemsimprove
• Financials were not consistent –DSO way too high, lacked detailedreporting and forecasting
Internal challenges
• Build a ROI model for the investment
• The Power of 10 model
• Cost of Sales reductions from 5-6K per sale down to 3-4K while achieving larger, more profitable leads
• Moved to initial sales force scaling, then moved to automated marketing methods and shifted sales from networking to qualifying and brought principals in for closing purposes
Assessment
• Conducted an assessment of the brand, operations, customers and marketplace to do SWOT benchmarking
• Developed recommendations to address Gaps and opportunities
• Set priorities and budgets
• Developed action plans for change
Gap analysis
Competitor plot
Brand positioning
Who are you?What do you do?Why does it matter (to me)?
Positioning statement
We deliver proactive guidance and stability to the SMB market through enterprise-level IT management, backed with a deep knowledge of processes and dependable customer service.
Repositioning
From this:
To this:
Shifted brand positioning
Sales tools
Previous Brand
(Logo)
(Website)
(PowerPoint)
(Sales Materials)
(Website) (PowerPoint)
Today’s Brand
(Logo)
(Sales Materials)
(Email)
Customer engagement program
Optimization Plan
Introduced new concepts for up-selling and sales extensions
Sales playbook
Sales Process
Process, product, tech sheets, bios, awards, etc.
Front Back
Support process
Tech-Wise Process
Productized service teams
Assurance Team
Value touchpoints
Deep-Dive Assessment Financial Impact Analysis
Simplified offering structure
Previous Offerings Today’s Offerings
Differentiated guarantee
Rapid results
• Increased Gross Margins 35%
55%
14.4%
24%• Increased EBITDA
Ingredients for driving revenue
Thank you
THANK YOU!BrandExtract, inspiring people to create, transform and grow their brands – and bottom line.
wwwBrandExtract.com
For more information, contactJonathan Fisher at [email protected] Wright at [email protected]
