Origo BPO

Origo had refined and improved their service offering and were looking to grow the business. However, they were struggling to effectively market their services to the right businesses and had no marketing expertise within the Executive team.

In the past, Origo had utilised agencies for brand design and marketing concepts, but none of the work resonated with customers. Consideration was given to bringing marketing in-house. According to Scott McGrath, Director, “The marketing companies in the past produced lots of nice ideas but with no results, we had brands galore but nothing happening.”

A strategy and plan were needed to achieve short-term objectives and revitalise the business to enable a longer-term strategy for growth.

Deployment of a Chief Strategy Officer to lead a mini Discovery Roadmap. The mini Roadmap is typically a smaller scale version of the deeper strategic planning process and applicable for businesses with a critical focus on one area of the business and a short-term results timeline. A core problem for many small businesses is separating issues that will make a difference and how to move them forward

The mini Discovery Roadmap was to focus on one part of a business, rather than all functional disciplines typically covered in the deeper strategic process.

The first step was to conduct a strategic analysis of current strengths, challenges, and opportunities. Criteria was assessed against the question: “How can we build a focused and deliberate marketing function to generate enough leads to achieve a recurring revenue of $X per month before X date”? To solve this, we designed recommendations to implement in the first 90-days for goal achievement. Solutions were supported by longer-term strategies to implement from 90-days and up to 1-year. Ensuring successful delivery, a Marketing Director specialist was engaged for 6-months to implement the plan.

Results included a clear plan to deliver results for the next 12 months. Achievements include:

• Data analytics: process for data gathering and analysis improved business decision-making
• Sales management: process improvements increased sales revenue generation and performance
• Customer experience: customer journey mapping improved the customer experience and customer value return to the business
• Planning: marketing plan alignment across the business and monthly monitoring and reporting aligned with business strategy.