Private Equity Firm Retools Tech Company
An investor group acquired a small systems
technology-company with an industry-changing product stuck in the R&D
pipeline. The goal was to quickly ready the product for market to gain
early-to-market advantage and quickly sell the company to a larger company
with stronger marketing capabilities.
Our Solution
Freeze ongoing product development to bring
the product to market quickly. Repackage the large, inflexible systems
into smaller evaluation size systems to reduce initial price and make
installations less disruptive to client operations.
Results
Fifty percent reduction in sales cycle time
and easy integration into existing client operations. Several evaluation
systems were successfully installed and the company was acquired by one
of several suitors.
Aerospace - Advanced Product Research
A leading aerospace firm needed to
determine pilot preferences and performance requirements for design of a new
line of advanced general aviation avionics and aircraft control systems.
Our Solution
Stratus Partners was engaged as marketing
technology advisor to provide content continuity and assist the market
research firm facilitate pilot interviews to establish criteria for new
and improved features, system interfaces and operational concerns and
probe for pilot impressions of evolving avionics technologies.
Results
Pilot interviews conducted in major US cities
provided the client with clear guidelines for new and improved features,
control interfaces and component integration allowing them to shorten
development cycle and competitively position the new product line
against growing competition.
Public Sector Organization Sells Assets
A public sector organization with no prior private sector marketing
experience acquired a large portfolio of marketable assets they wanted to
return to the private sector.
Our solution
We helped build sales teams and modify asset inventory systems to
support sales functions. We employed auction techniques to establish
market value and create a marketplace that would not disrupt the private
sector.
Results
The result was sales in excess of $450 million in first two years and
resolution of the entire portfolio in seven years. The techniques were
replicated in throughout the country with similar success.
IT Infrastructure Company Fights Low Cost
Competition
As margins eroded and sales declined the company reacted by aggressively
responding to all bid requests with decreasing rates of success. Their
services were clearly superior but their value was being discounted because
it was not included in the bid specifications.
Our Solution
Establish, coach and support sales pursuit team focused on high-value
deals that fit go-to-market strategy. Increase sales pipeline efficiency
by purging deals that do not fit sales criteria. Establish revenue
review board to monitor deal progress and oversee best practices
developed. Invest in targeted marketing campaign to pre-condition select
accounts. Engage clients in pre-bid dialogues to establish bid
specifications aligned with capabilities and position value within the
context of customer business challenges.
Results
Within 90 days a $4M contact was signed and within 6 months the decline
in sales had been reversed.
B2B Service Provider Recovers from Strategy
Misstep
A successful regional business-to-business service provider invested heavily
in emerging technology. They created a new operating unit with a separate
brand and sales force selling into an untested market. The result was
faltering start-up of the new unit and severe cash drain on the parent
company.
Our Solution
Combine the two brand images to build credibility for the tech unit
while adding new life to the existing brand. We recommend integrating
product lines and sales teams to quickly provide full range services to
existing and new customers alike.
Results
A shared-incentive program promoted cooperation between the new and
existing sales teams, reduced cost of sale and resulted in double digit
quarterly sales increases for the new operating unit.
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