Enterprise Software

few new customers in 12 months

SITUATION – We recently helped an enterprise software company that was struggling with stagnating revenues. Although they had many well-known customers, they had few new customers in a year; large corporate prospects were turned off by the firm’s difficult-to-understand product application; customers who were considering buying were not moving forward.

CONSULTING – Recognizing the somewhat scattered nature of the company’s haphazard marketing strategy and using classic technology adoption strategic principles, we developed a clear, disciplined market expansion strategy. We built on current market strengths – a few well-known, high profile, Fortune 500 customers, and a solid product with clear benefits for the customers.

We narrowed the firm’s marketing and sales focus to just a small number of firms across many industries who fit an operational profile relevant to our client’s unique software application. We developed a few case studies, a detailed list of customer benefits, and addressed some of the concerns that large corporate customers have about buying software from a small company. We developed a simple but compelling product introduction presentation and we personally contacted potential customers.

RESULT – Within a few months, after presenting our new story, we generated 15 highly interested and qualified potential enterprise customers, 5 of whom are likely to make substantial purchases – greater than $250,000 each – in the next 6 to 12 months. The company has more viable potential customers than it has capacity to service.