Overview:

• The acquired B2B company had an instant impact on both revenue and profit, and the client’s revamped marketing approach has been globally distributed.

Challenge:

The CEO of a global business and a handful of top executives approached Challenge Advisory for help concerning their flattening growth and falling margins. The client also had significant cash on its balance sheet, which investors were pushing it to employ more productively.

However, the client lacked merger & acquisition experience, and as a result were apprehensive about the potential merits and benefits. Meanwhile, the sales team in the core business was reluctant to try any measures that could endanger relationships with traditional retail partners. The business development team were briefed on the client’s concerns, and set out to provide a solution.

The Revelation:

Challenge Advisory’s business development team have helped to drive a transformation plan for the client, as well as the blueprints and various steps required to implement this program, which allows for streamlined communication throughout the entire organisational structure, consulting the relevant employees allowing for closer and more comprehensive collaboration.

The business development team’s first step in their client service was to compile a comprehensive analysis of the client’s strategies and marketing outlook. Challenge Advisory found the business-to-business market lacking in transparency and clarity. In order to combat this, the business development team sent several representatives to trade shows, conferences and more to gain a better understang of the B2B market. As a result, the business development team gained a balanced and unique perspective to help achieve the client’s objectives.

For the client, the work undertaken in order to develop their business went into one of two camps: firstly, a portfolio-extension strategy, and secondly, the acquisition and integration of a target company in an adjacent business. The first objective was established in order to engage more customers in the business sector, while the second objective set out to achieve a better return on the client’s B2B digital marketing.

A full scale analysis of the client’s organisation showed a significant weakness in their operations: their digital presence was below standard. In an age of search engines and social media, it was increasingly important for the client to fully embrace digital marketing, and when the CEO and the board were presented with this information, they were inclined to agree. To combat this, Challenge Advisory undertook a digital marketing strategy, consisting of a pilot plan and a centre of excellence to drive digital marketing.

Outcomes:

The acquired B2B company had an instant impact on both revenue and profit, and the client’s revamped marketing approach has been globally distributed. The entire project has helped to streamline operations, freeing up resources to for the client to pursue new ventures.