Stacking Wins
Software Sales Performance
How a marketing and sales strategy that prioritised quicker, easier and more tangible wins right across the sales pipeline transformed Altia’s software sales performance.
Brief
Altia Solutions are a rapidly growing software company. The organisation has a strong presence in the United Kingdom and across the globe. Their products support investigators, in both the private and public sectors. Helping to deliver more accurate, efficient and credible investigations.
With VC-backing, genuine scale-up and international aspirations, the organisation’s leadership team were looking for a strategic marketing partner. They wanted an agency that could assist them in improving the company’s sales performance.
As an existing supplier of Altia, we were asked, to both, support their sales teams in Scotland and England as well as build the organisation’s marketing function. Each to be carried out against the back of some very rapid growth.
Results
Such was the depth and success of our relationship with Altia, this is one of a number of case-studies. Over a 5-year-period-plus, we worked on more than 100 individual projects. This work helped the organisation to…
– Achieve a 6-7x increase in sales revenues during the first 3 years of our partnership (pre-merger.)
– Drive a comparable uplift in profitability throughout this period.
– Develop a sector-leading, globally-recognisable and future-ready brand.
– Significantly improve shareholder value on-exit.
How These Results Were Achieved?
We prioritised smaller, more tangible and measured wins across each and every part of the sales pipeline. Wins that rapidly stacked-up over time. This leaner approach formed part of a more professionalised, ordered and more sustainable sales & marketing system. Ultimately, transforming the software company’s overall sales performance.
Services Used
Integrated Marketing | Marketing Strategy | Sales Support/ Enablement | Strategic Communications | Vision, Mission & Values | Competitive Advantage Mapping | Customer Retention | Budget Planning | Campaigns | Event Marketing | Thought-Leadership | Branding | Graphic Design | Digital Design
Our Collaboration in More Detail
Creating tangible wins across each and every part of the sales cycle, these are some of the highlights of this approach…
Removing ‘Stubborn Sales Roadblocks’
Complex, multi-stakeholder deals were unlocked and sales cycles shortened with a range of intelligent communications. These included various storytelling graphics. Helping to ‘win over’ key decision-makers in finance, compliance and procurement, etc.
Shifting The Main ‘Ask’
Initial prospecting dramatically improved by presenting the four Altia product solutions as opposed to, only, the main Altia brand. This allowed for more productive conversations between prospects and Altia sales staff.
Shifting the main question from…
‘Would you like to find out more about Altia?’
to…
‘‘Which Altia product would you like to find out more about?’
“THE LOFT’s willingness to challenge themselves and push the boundaries shines through in the physical work they have produced for us. From a total company and product rebranding exercise to more subtle marketing campaigns. The materials produced always surprises and delights me and consistently supports my team’s activities to drive sales. Long may our collaboration continue.”
Paul Miller, Sales Manager of Altia Solutions
Identifying ‘Trigger Events’
New enquiries from prospective and existing clients increased significantly with well-timed campaigns. These were delivered in-line with industry-specific ‘trigger events,’ including year-end procurement cycles.
‘Good-Will’ Campaigns
Client satisfaction and retention was greatly improved with targeted loyalty campaigns. These were invaluable at building ‘good will’ with existing software users. Several annual campaigns resulted in significantly increased renewals (estimated 20-22% post-campaign.)
Creating ‘Conversation Starters’
Brand visibility dramatically improved by ensuring the Altia brand was always ‘front-of-mind.’ Different materials (online and offline) were used to support BD teams in-between formal meetings, pitches and events.
These included, amongst other things, fun items like promotional mugs, crosswords and even a tailored newspaper called ‘The Altia Times’ etc.
Leveraging Company Culture
Large pitch tenders were significantly improved with the inclusion of strong company ‘values and actions.’ Strategic exercises around vision, mission, values were repurposed, given a sales focus and used very effectively within the presentation of several international governmental tenders.
“THE LOFT helped us to create a new brand after our merger. They went to great lengths to talk to everybody in the company, and both the identity and cultural aspects of the brand have helped us reposition the organisation.”
Paul Hardman, Business Relationship Manager, Altia-ABM
Winning Over The Wider Community
Altia were able to build real influence with key people in the sector by hosting high-profile events such as SOCEX. These events strengthened credibility with the entire law enforcement sector, particularly amongst local, regional and national decision-makers.
Keeping The Ideas Flowing
Growth, movement and organisational morale were all kept incredibly high. This was, in no small part, due to regular marketing meetings and ‘idea sessions.’ Each helped to keep the company on the front foot, at all times, with sales and marketing activities.
“THE LOFT were a tremendous help, particularly in the earlier years, when our company’s growth was at its most rapid and things were changing every day. They supported then, as they always have done, by contributing to the company’s strategies with great energy, insight and creativity. Always grounded in the commercial realities of what we were doing and always with the bigger picture in mind.
Ian Watson, Co-Founder & CEO of Altia Solutions
Sharing Best Practices
Altia significantly improved internal capabilities. Various ideas and best-practices were embedded into everyday marketing and sales activities. These became a foundational part of the company’s overall success.
“THE LOFT was an integral part of the Altia story, we worked together for many years and they were instrumental in creating our global brand. They contributed to countless projects, worked across the entire organisation and provided real support throughout our business journey as a growing company.”
Good fun too, highly recommended.”
Ian Watson, Co-Founder & CEO of Altia Solutions
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