Commercial Strategy Case Study

CRM Enrichment, Predictive Analytics, Marketing Automation
Case Study: Commercial Strategy
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The clients were a regional consortium of professional services firms, looking to improve the ROI and transparency of their business development initiatives.

Focused on B2B sales, a significant amount of their business development budget went on conferences and roadtrips. However, they had no clear, data-driven approach to these sales initiatives, and hoped to improve ROI on business development spend by accurately allocating budget to the territories, conferences and demand segments with the greatest commercial potential.
The Challenge
Project Methodology
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Commercial Strategy Questionnaire
We engaged with the clients’ relevant internal decision makers to identify and weight the key criteria that they believed likely to determine profitable commercial opportunities for the year ahead, and our analytics and recommendations were based on these preferences.
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Data gathering & consolidation
Working with the clients, we identified the broad universe of data sources they had access to, and used sophisticated data scraping tools to dramatically facilitate the data gathering process. Then, using our expertise in data reconciliation, we generated a highly detailed and consolidated view of the clients global ecosystem, including all relevant clients and leads.
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Commercial Strategy Snapshot
From this consolidated view, we generated a comprehensive descriptive analytical snapshot of the clients’ current market position. Composed of both a ‘Manager View’ and a ‘Big-Data View’ the snapshot served to baseline the clients historic approach to Marketing, Sales and Product Development.
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Budget Allocations
Using a proprietary Multi-Criteria Decision Analysis (MCDA) methodology, we scored and ranked all entities in the ecosystem across multiple dimensions. We then applied an algorithm grounded in the clients strategic preferences to generated specific budget allocations for marketing, sales and product development across different territories, conferences and demand segments.
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Results
  1. Reduced marketing and sales budget misallocation by an estimated 45% and reduced product development budget misallocation by an estimated 21%
  2. Halved the number of labor hours spent on the commercial strategy and budget development process
  3. Dramatically increased the transparency and credibility of sales management KPIs
  4. Identified cross-marketing opportunities amongst consortium members, representing over two thirds of the average member's untapped market
Results
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