Case Study

05

Messaging and sales tools based on a persona view of customers

Company

  • Global business data and systems supplier
  • Business data products

Business challenge

This multi-billion dollar business data supplier had developed a new market segmentation that included not just industry sectors but also buyer types e.g. Managing Director, Financial Director, Director of Operations. The challenge was to put together the value propositions and messaging for the new segmentation and create the necessary supporting tools for telesales and field sales to roll this out to the market. The timescale was tight.

Solution

The company engaged BPM to work with the internal team to develop the new buyer level value propositions and then roll out a sales toolkit for the launch of the new segmentation.

At the core of the project was the use of the BPM Proposition Mapping™ approach and tools. BPM worked at pace with the product and marketing teams to capture and develop the required buyer level value propositions and messaging demanded by the new segmentation – in record time. BPM then went on to develop and produce the sales toolkit deliverables and managed the operational roll-out to sales.

Benefits delivered

  1. 13% month on month increase in sales from telesales
  2. Increase in average order size through sales of add-on services
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