The client is a global leader in the provision of on-demand, software-as-a-service solutions, including route-planning solutions and real-time mobile applications for improving delivery operations. Targeting major online FMCG brands, including high value retail brands.
The client had been generating interest in their award-winning delivery operations solution but lack of sales time had created lead-bleed. A new skilled sales executive had been recruited to help fill the gap and Fast Track Solutions were tasked both to raise market awareness and to create a pipeline of high value sales opportunities (over £250K) in the FMCG market.
We developed a canvassing process which used desk research, telephone and email marketing to both screen organisations in or out and to qualify contacts suspected of having a role in purchase. Decision makers and influencers were spread across several functions including senior marketing, operations, logistics and IT. Each with different motivations and agendas so a tailored, issue-led approach was devised according to role function. Where companies and contacts met the agreed criteria, appointments were sought for the customer’s sales team.
Initially the targets were major online retailers with their own delivery fleet. The programme was later broadened to include mixed fleet retailers, food manufacturers and logistics companies.
Opportunity value and progress was tracked and feedback was given to improve prospect quality and refine the process.
- Sales appointments secured with qualified buyers in Ikea, Argos, Dixons Carphone, Sainsbury’s, Tesco, Next
- Future new business sales pipeline developed worth an estimated £3.6M in potential revenue
- Valuable data asset built, containing deep data around triggers and factors for purchase
- Brand awareness raised in target markets
“It’s not about volume, it’s about quality. The quality of briefing is superb, with lots of detail. We’re getting real value and getting onto the radar of accounts who’d never have heard of us otherwise.”