Client
Oracle called in MRM to work with one of its leading partners in the
UK, a company that employed nearly 100 consultants specialising in the
sale and implementation of Oracle Applications.
Objective
The objective was to create an interim marketing function which would
generate additional marketing opportunities. These, in turn, would enable
the company to deliver the financial targets for the year.
Strategy
MRM devised a shift in the company's positioning. Previously its identity
had stressed it technical role of 'experts in Oracle Applications technology'.
Now it would also emphasise its consultancy strengths to project the
new identity of ‘providers of business solutions based on Oracle’.
Customers would now approach the company for advice an earlier stage
of the sales cycle. And that would give the company more influence over
the sales process.
Solution
This repositioning went through all marketing activities. In particular:
- MRM redeveloped the website so that it focused on the business
issues in individual application areas, such as CRM and financial
management.
- MRM devised opportunities for the company's representatives to
address gatherings of middle-ranking and senior finance managers.
As a result, the firm started to achieve ‘thought leader’
status.
- MRM designed and commissioned a telemarketing campaign, with propositions
in the areas of customer profitability and performance management.
It was targeted at end-users, mostly the heads of marketing, finance
and e-business departments.
Results
- The repositioning from ‘technicians’ to ‘advisers’
meant the sales cycle was shortened, more applications were taken
up, upgrades became easier and existing clients became more profitable.
- The company hit its financial targets for the year.
- The company was awarded Oracle Advantage Partner status –
the first in the UK to achieve this level of certification.
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