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Alstom

Building New Go-To-Market Capabilities To Drive Growth

Challenges

  • Deficient go-to-market capabilities and “one size fits all” marketing strategy resulted in unrealized opportunities

Approach

  • Completed a go-to-market (GTM) diagnostic to assess capabilities and identify possible opportunities
  • Quantified capabilities based on three metrics – share of wallet, cross-sell and new customer acquisition
  • Developed GTM Roadmap to prioritize and articulate the specific project needed to capture benefits
  • Over a 20 month period focused on GTM capabilities beginning with the development of a customer segmentation approach for all customers
  • Developed corresponding marketing and service tactics to address differences in customer segments
  • Trained sales, service and product management teams
  • Developed Excel based opportunity identification and pursuit application

Results

  • Enabled organization to capture $1.5M in share of wallet, cross-sell and new customer acquisition opportunities in the last quarter of their fiscal year

 

Case Study Alstom BuyWay