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Sinclair Oil Corporation

Sinclair Oil Corporation

Enabling a Brand Licensing Program Challenges Highly competitive market of major oil brands engaging in brand licensing and other types of ownership/operator programs in the U.S. Building a data source for outlet segmentation and distributor/owner/operator targeting is critical for implementation of an efficient and effective sales and marketing program for Sinclair Oil. Sinclair Oil sales…

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Blue Cross Blue Shield Tennessee

CRM Optimization for Member-Centric Marketing Challenges Marketing technology was aging and riddled with outdated customizations that make upgrades and introduction of new feature sets very cost-prohibitive. Lengthy segmentation process on inflexible technology severely limited the speed by which the mar-tech team could execute marketing and clinical campaigns. Internal teams, frustrated by the slow turnaround times,…

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CenturyLink

CenturyLink Partner Program

Launching a Partnership Program Challenges Companies in CenturyLink’s Independent Software Vendor (ISV) vertical were engaged soley as customers, not as partners, creating missed business opportunities and revenue growth despite unmet need and high demand from the vertical. Little focus and alignmnet on how to define and structure a partner program to meet the various needs…

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Aprimo

Creating Brand Relaunch Story A key imperative of the new ownership change and merge with Revenew was for TMA to re-launch and revitalize the Aprimo brand internally and externally under a highly compressed 35-day timeline. Approach Assessed the market landscape Reviewed legacy and current positioning Conducted input and strategy workshops with key stakeholders Developed initial…

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Prium

Improving Sales and Marketing Efficiency Challenges Clarify and simplify go-to-market strategies/tactics, with a distinct focus on accelerating sales cycles and overall customer portfolio growth Understand customer insights as a basis for driving improved product development Improve tactical execution, including sales materials, web sites, and other core marketing elements Embrace the need to integrate the PRIUM…

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FleetCor

Achieving Sales Force Effectiveness Challenges Sales results were inconsistent and sales management needed help diagnosing and quickly addressing the issues Experiencing declining sales volume and double digit customer churn Experiencing very high sales force employee turnover Ancillary revenue sources had been helping support topline growth Approach Formulated and refined sales strategy to drive increased sales…

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Harland Clarke

Creating A Mature Market Growth Strategy Challenges John Harland, a US printed product (checks and forms) & financial software company, was struggling to grow in a mature market with shrinking demand for checks Approach Conducted customer research with banks and credit unions to segment financial institutions, identify key purchase attributes and develop segment-specific value propositions…

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Southland Log Homes

Building Sales Effectiveness Challenges Though showing year over year sales growth, that growth was consistently lower than expected. Deepening housing slump was further impacting Southland’s sales Southland needed a tool with which to evaluate current sales office and sales force performance to identify potential improvement opportunities Approach Through a series of interviews, show house visits,…

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JP Morgan Chase

Designing Profitable Marketing Plans Challenges The business impact of marketing initiatives was not systematically tracked or measured Need a way to measure the effectiveness of marketing activities and make decisions about marketing expenses as investments Marketing did not speak the language of the business: use existing scorecard metrics as drivers and indicators of return on…

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ConAgra Foods

Effectively Selling Value Challenges Purchasing had become the sales organization’s primary contact; emphasis on fending off competitive pressure to reduce pricing Competition from global suppliers / low commodity pricing shortened and reduced the impact of premium pricing on new product innovations Leading Product R&D in the industry, though limited customer contact Approach Completed a sales…

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Alcoa

Selling Value In A Commodity Industry Challenges Quick competitive response shortened and reduced the impact of premium pricing on new product innovations and introductions Majority of the sales team had fallen into the order taker mode and were busy fending off competitive pressure to reduce pricing Approach Completed a sales diagnostic including process, competency assessment,…

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ADM

Institutionalizing Marketing Spend Effectiveness Challenges Financial outcome of new ADM positioning campaign is completely driven by incremental cross-sell activity Ability to analyze cross-sell activity is limited: data is spread across divisions; consolidated sales database does not link all customer activity Sales tracking is not yet automated: difficult to link sales funnel progression to sales outcomes…

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