Building a focused business development program for a new market entrant.

A market leader in the creative services industry was launching a new business and needed a proactive sales function to propel growth.

Challenges:

• No dedicated sales management in place
• Unit leadership replaced in first year of operation
• Fast ramp-up needed

Scanlon.Louis Approach:

Working with the board of the parent company, we worked to understand the selling environment of the division. After analyzing the unit's value proposition, Scanlon.Louis simplified the company's messaging, built an aggressive pursuit strategy and implemented a pipeline management plan. To illustrate the unit's value proposition, Scanlon.Louis created an interactive diagnostic tool to help sales understand customer needs and to qualify new opportunities.

Impact:

• 4x increase in revenues from 2009-2011
• Unit quickly built pipeline of prospects from sister businesses and increased cross-selling opportunities due to simplified messaging