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Firm:
The client was a five year old, US-based
assembler and marketer of telecommunications test and control systems.
Although it pioneered the corporate end user market for non-intrusive,
"on-the-fly"desktop systems and held a patent protecting its
switch interface method, the firm had been unable to capitalize on its
early lead.
Project:
During the six month period centered on the
initial public offering, TMI's principal functioned as senior
marketing officer for the client. In a cash-short environment and
without staff, the objectives were to create a high visibility
platform for the offering, structure a marketing program and support a
new VP Sales with corporate network management background but limited
sales experience.
Results:
- Developed and
implemented a trade press and investor publicity program,
including the IPO roadshow. (The IPO was a sellout, including the
underwriter's allotment).
- Designed and
implemented a lead generation program which in a 3 month period
produced a 400% increase in qualified end user leads, tripled
sales and resulted in the firm's first profitable quarter.
- Defined and
established a customer service function, identifying several
recurring product reliability problems for engineering. Instituted
monthly customer training classes, a proactive calling program and
factory installation of systems.
- Organized and
implemented the firm's first user groups, 4 trade shows and a
visit by the state governor.
- Developed
marketing strategy and budget, competitive data bank, sales aids,
new product literature, field sales and distributor support
materials.
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