ERP & BI Lead Generation for ERP Vendor
The Client
Martrain has established a long term partnership with the vendor, working consistently with the ERP giant over the past decade to deliver hundreds of successful lead generation and account profiling campaigns across their entire IT solutions portfolio.The Campaign
The vendor has a substantial market share in the UK Utilities sector and, in order to maintain sales momentum in a market where ERP license deals had become a rarity, new business development focus expanded to Tier 2 providers. The vendor had experienced little or no engagement at this level and had a limited knowledge of the competitor landscape.
Their Public Sector Marketing Manager commissioned Martrain to undertake a full Account Profiling and Lead Generation exercise targeting 15 Tier 2 prospects across Utilities, Energy and Waste sectors.
Martrain were to engage with the prospect accounts across a large proportion of the vendor’s portfolio of applications including ERP, Asset Management, Billing, Scheduling, Waste Management, BI, EPM & GRC. Given the complexity of the campaign there really was no substitute for experience and Martrain’s twelve year track record with the vendor, and in-depth product knowledge, really came to the fore.
Objectives were twofold:
• Identify and map incumbent competitor systems.
• Identify sales opportunities.
Martrain organised a phase of individual Account Executive (AE) briefings to prioritise those solutions likely to be the most productive, and to build up account specific plans of attack. The ability to create industry specific messaging for each proposition by working closely with the AE’s proved invaluable.
The Results
A total of 9 qualified opportunities were generated ranging from ERP reviews, spend management and profitability reporting to performance management, cost analysis and risk management – an outcome which far exceeded the expectations of the vendors Public Sector Marketing Manager.
All 15 target accounts were qualified and a comprehensive Account Profile report produced for each outlining full system landscapes and decision making units and defining key areas for investment and the thinking behind IT strategy.