Loyal I.T. Solutions is an award-winning company that has grown over 15 years into a respected organisation providing information technology solutions to businesses throughout New South Wales.
BackgroundIn early 2017, the Directors identified the need to grow the business, which required increasing market share, sales revenue, and improving margins.
The Opportunity
The opportunity for Loyal I.T. Solutions was to develop internal capabilities. The business had a strong platform for product and service delivery but needed to strengthen its sales and marketing capabilities to reach revenue and margin goals for the 2018 financial year and achieve future growth.
The Solution
Deployment of a Sales and Marketing Specialist to lead the strategic planning process and work within the business to implement the Roadmap.
The Process
A strategic specialist was engaged to provide sales and marketing services through a two-step process. The first step involved undertaking a Discovery Roadmap — the strategic planning process to deliver a clear strategy and implementation plan. The second step involved supporting the business to implement the Roadmap and build internal capabilities.
The Discovery Roadmap identified three key focus areas for the business to achieve its growth objectives:
- Increase brand awareness: Define the value proposition, position the brand as category leader, nurture targeted customer segments, define marketing messaging aligned with the customer journey, develop a marketing communications calendar, deliver messaging through appropriate channels, and build engagement and loyalty.
- Increase lead generation: Redesign the CRM and nurture paths to boost lead generation and conversion through the marketing-to-sales cycle.
- Increase sales performance: Provide coaching and development, introduce the “Super 6” training program to enhance performance and achieve personal and team KPIs, implement reporting to improve forecasting, planning, monitoring, and decision-making.
The Outcome
- 37% increase in turnover over two years
- Exceeded revenue targets
- Increased the number of leads generated
- Increased the number of business referrals
- Improved sales conversion rates
- Completed “Super 6” sales training to improve sales team skills and capabilities
- Introduced monthly sales and marketing meetings to enhance internal communication
- Increased performance and accountability through KPIs and reporting aligned to objectives
- Increased brand awareness through aligned marketing messaging and customer engagement