Technology Case Study

Identifying Marketing Opportunities to Drive Client Growth

Introduction

A Technology Client Sought to Drive Revenue Growth Amidst Evolving Value Proposition

For a technology client that has enjoyed steady growth, they sought to overcome the challenge of undocumented growth processes. Targeting its primary market has been oriented solely on technical focus and alignment with the sales team. However, the company is undertaking a transformational shift in its core value proposition – pivoting away from being “best in breed” to an “end-to-end” platform.

At the same time, the client is planning for a long-term growth strategy by expanding outside of its legacy customer base and increasing its share of wallet. Currently, the client brings in about $160M in revenue, has grown at an approximate rate of 60% annually and set a target revenue of $250M for FY22.

Approach

Analyze Customer Profiles to Identify Greatest Market Opportunities

The client chose the Alexander Group to:

Size the market for network monitoring
Construct an account potential model
Develop a point-of-view on account prioritization and buying group profiling
Identify opportunity-controlled buying stacks within buying groups
Highlight buyer group pain points and use cases
Design and deploy sales and marketing plays

The engagement began by developing an ideal customer profile that would enable the Alexander Group to define the portion of the market with the greatest right to win. Collaboration with the client also enabled the identification of prioritized and executable plays that could be transformed into growth opportunities within end markets, products and segments.

Key Findings

Accounts in Target Verticals are Significantly Larger Than Other Accounts

Throughout the duration of this engagement, the Alexander Group identified valuable insights into customer profiles that could inform prioritization. It was revealed that accounts in the client’s target verticals are 30% larger than clients in non-target verticals. In addition, the top 10 clients in each sales representative’s book represented 69% of all white space – the existing opportunities within customer accounts to cross-sell or upsell.

Recommendations & Outcomes

Leverage Findings to Ensure Coverage and Seize Valuable Opportunities

Based on the findings uncovered during the engagement, Alexander Group provided the following recommendations to the client:

Target the white space and greenfield in the upper mid-market to lower enterprise segments (1,000-5,000 FTE), specifically targeting healthcare and financial services.

Incorporate potential into Salesforce, allocate 1,300+ new accounts provided by the Alexander Group and leverage account potential for targeting.

Build a workload model that can ensure high-potential accounts are properly covered by sales and marketing.

Launch and integrate prioritized sales and marketing plays before the following fiscal year.

Successfully implemented, the Alexander Group anticipates that the client will ensure:

High-potential accounts have the right amount of coverage
There is a consistent process for play review, execution and optimization approval
The current market landscape will be assessed to evaluate product/market fit
Coverage will be quantified to prioritize end markets
Account segments are based on propensity to buy and growth perspectives

Within 12 months of the project, the client was able to implement six milestones that allowed for input, evaluation and feedback from the client. These milestones included socializing buying group targets, soliciting plays and compiling via approval process, communicating opportunity model uses to reps, integrating into CRM, evaluating performance with A/B testing, and action feedback process.

Identifying Marketing Sizing and Customer Profiles to Drive Growth

Unidentified opportunities can leave money on the table and limit growth opportunities. The Alexander Group has the necessary technology and marketing expertise to help clients identify market opportunities, customer profiles and the right sales and marketing plays to foster growth.

About Alexander Group

Alexander Group understands your revenue growth challenges. Since 1985, we’ve served more than 3,000 companies across the globe. This experience gives us not only a highly sophisticated set of best practices to grow revenue—we also have a rich repository of unique industry data that informs all our recommendations. Aligning product, marketing, operations and finance efforts behind a successful sales organization takes insight and hard work. We help the world’s leading organizations build the right revenue vision, transform their organizations and deliver results.