Customer Profile
A world leader in providing global network infrastructure products and services that enable the profitable delivery of high-speed internet, data, video and voice services to consumers and businesses worldwide.
Challenge
To expand ADC Krone’s market penetration into second tier end-user organisations where they had no history or relationships and in parallel, to exploit an emerging market trend – the data centre.
The goal was to reach into these organisations, educate the right people within each as to how the client’s proposition could benefit them and leverage the client’s technical strengths to influence specification – ahead of the formal tendering process.
Solution
To identify strategic decision makers and specifiers with the remit to assess infrastructure options, then introduce the client’s proposition and secure exploratory meetings for their specialist sales people to take over the relationship.
The pre-sales dialogue had to be consultative, to match the style and approach of ADC Krone throughout their sales process.
All projects identified were screened against strict size criteria, as the client wanted the sales effort to focus on large scale contracts only (in excess of 500 desks or points). Details of future builds were carefully explored and logged, building up a valuable data asset and sales pipeline.
Results
- £20 per £ invested – cost equivalent to 5% of revenue generated (assumes 20% conversion to sale)
- £6.5 million worth of revenue potential identified from investment of £65k.
- Engaged senior buyers such as Infrastructure Director, Group Operations Director, IT Director within organisations such as London School of Economics, Comet, Michael Page, Monster, Atkins Global, Sainsbury, The Greater London Authority, First Group plc, Astra Zeneca, Aggreko and Manchester City Council
