Harland Clarke

By Dave Sutton | August 20, 2013

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
Developed pricing strategies for different offerings and bundles
Redesigned money center and super regional bank proposal development and sales process for multi-year RFPs
Created product rationalization approach to eliminate low-volume and redundant products and streamline sales collateral and operations
- Customer segmentation and target customer identification
- Segment-specific value propositions
- Product development and rationalization
- Pricing strategy
- Go to market approach
Developed a check program benchmarking tool to enable financial institutions to compare performance to user-defined competitive sets and identify Harland supported opportunities for increasing revenue and profit

Results

Improved pricing profitability and win rates with largest bank customers
Simplified and improved product and bundle pricing
Developed opportunities to cross sell printed products and financial software
Streamlined product line by 20-30%
Improved customer check ordering process to reduce lead time and improve operational efficiency