Vertical Market Development for Business Intelligence SW Company
PROBLEM: The CEO of a successful business intelligence software products and services company had built the company from one person to 20 consultants through a very difficult period, growing each year, adding on blue chip accounts. It supported technology from Oracle, Cognos, and SAP. Its growth expectations forced it to look beyond how it was currently doing things.
SOLUTION: In order to achieve the same type of growth, it needed to implement a more mature go-to-market program with targeted vertical penetration and defined sales and marketing processes. DIAMOND Marketing helped the company with the following:
- Identified and validated the three verticals that contained the most-likely-to-buy companies.
- Helped the company reconstruct its messaging, train its staff on the verticals, re-write the collateral, reproduce the web site, and redirect its networking efforts.
- Created a target list of the 150 most likely customer prospects in each vertical and built a database of those prospects and trained the sales force on how to penetrate those accounts.