Performance Management & GRC Lead Generation for BI vendor

 

The Client

Martrain has established a long term partnership with this vendor, working consistently over the past decade to deliver hundreds of successful lead generation and account profiling campaigns across their entire IT solutions portfolio.

The Campaign

Facing the prospect of a tough market in terms of traditional licensing deals, the vendor planned to maintain sales momentum by cross selling a broad portfolio of tools and applications designed to help organisations optimise business performance.

The portfolio, termed Performance Optimisation Applications (POA), comprised Enterprise Performance Management and Governance, Risk & Compliance solutions.

Martrain were engaged by vendors POA Marketing Manager to generate sales opportunities within 43 cross sector Large Enterprise (LE) accounts comprising both existing customers and net new prospects.

Given the complexity of the POA proposition, 14 individual solutions, Martrain organised a phase of individual Account Executive (AE) briefings to:

• Prioritise those POA solutions likely to generate the highest number of new opportunities.
• Understand the current scenarios and competitor landscapes within the target accounts.
• Build up account specific plans of attack.

A significant existing knowledge of many of vendors LE accounts, and close working relationships with the AE’s, enabled Martrain to quickly assign priority to the most compelling propositions.

The Results

A total of 14 qualified opportunities and 8 additional engagements were generated during the campaign. The POA proposition proved a very effective entry point into competitor accounts.

• 3 opportunities with budgeted projects to begin software evaluation within the next 3 months.
• 3 opportunities with budgeted projects to begin software evaluation within the next 6 months.
• 8 opportunities to begin software evaluation within the next 12 months.
• 8 opportunities to engage at a strategic level with Senior Decision-makers were identified.

All 43 target accounts were qualified and a comprehensive Account Profile report produced for each providing the AE’s with a highly informed and strategic platform to sell at senior level within each account.

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