Case Studies

 

TECHNOLOGY Distributor Company

Qgenisys helped them demonstrate ROI to avoid funding cuts

Challenge

A leading master distributor of computer products, solutions and services, faced several challenges in improving their lead development and management processes:

-Marketing was not investing in demand generation that included lead qualification and nurturing.

-Different marketing teams were operating inefficiently by buying the same lists and touching the same potential customers repeatedly, without tracking or developing a marketing database.

-There was little sharing of strategies, tactics and resources for better process and overall management of program execution, vendor relationships and program results.

-Marketing program management resources were not adequate to support the campaigns and programs required for both manufacturer and reseller partners.

-Partners were not happy; reseller partners felt the quality and quantity of leads were inconsistent and manufacturer partners wanted higher returns on their marketing investments.

Solution

Qgenisys revamped all of their demand generation processes while educating, gaining buy-in and aligning the different marketing teams around key best practices and marketing strategies.

-We showed them how to capture marketing program information in a marketing automation database to track budgets, contacts, touches, response, qualification and cultivation.

-We analyzed marketing data to better target and buy contact and company information of the best potential customers for all marketing programs.

-We developed lead qualification scoring criteria to ensure that all distributed leads met a set standard and that sales partners received opportunities that met their needs.

-We launched and managed a lead management system that tracked distributed leads to a final status and captured ROI information from reseller partners.

-We created a multi-touch demand generation and lead development strategy that is aligned with their business needs.

-We developed standardized marketing tools and reports that are meaningful to all marketing teams.

-We supplied program support resources to execute programs effectively, and championed best practices across marketing teams to win buy-in and alignment.

Results

Our client has enjoyed phenomenal results. Today, they can correlate revenue directly to marketing programs. Marketing teams are more aligned. Demand creation activities are now driven by partner and sales goals. Their marketing activities now require less time and resources yet yield better results.