Commercial / B2B Industries
Our consultants have worked across the value chain in industries that sell to other businesses. We bring diverse experience from traditional manufacturing to enterprise software to our engagements, applying lessons learned and proven models adapted for our clients. Our clients benefit from our successes scaling businesses from early stage to high growth to multinational.
Actionable Strategies has a track record of success in major markets that it has brought to emerging markets. Combining strategy, operational excellence and technologies that enable business strategies has enabled our clients to outperform. Pragmatic application of the most suitable approaches is one of the reasons clients choose to work with us.
Digital Marketing Transformation in Cloud Software
This software company provides human capital management applications hosted in the Cloud. Marketing and sales were ad-hoc and revenue growth was stagnating. The situation demanded digital transformation to reach the small and mid-sized market segments. The client now has an end-to-end digital marketing and integrated sales process on the leading CRM and digital marketing platform. Marketing and sales use a single platform providing visibility of the sales funnel across the organization.
Revenue is now forecast with greater accuracy. Metrics such as Customer Acquisition Cost and Customer Lifetime Value facilitate better investment decisions. This transformation will enable the client to grow and scale up both marketing and sales activities without constraints.
Transformation to digital marketing and sales required an evolutionary plan. Laying a foundation and then executing and improving over time enabled a smooth transformation from ad-hoc to digital and optimized.
Sales and Marketing Process
A defined inside lead generation process was created and initiated immediately. This function flowed qualified leads to senior sales professionals to develop and close. A raw implementation of Salesforce.com was used to capture leads while the enterprise migrated from two other CRM systems, one of which was homegrown.
After definition of the full sales funnel that encompasses all of the products, the existing CRM data was loaded into a customized Salesforce implementation that supported the minor process variations across products and all professional services.
The next step was to migrate all marketing into Pardot using defined customer journeys that reflected the different products and potential paths in the lead-close process.
Linkage of end-to-end processes required integration. This included connection to the customer management system used to support existing customers.
Metrics were defined at various stages of the funnel and for strategic purposes. At the top level, historical data was mined to determine:
- Customer acquisition cost
- Average customer tenure
- Customer lifetime value
Operationally, process metrics were applied to manage the business. Most importantly, visibility was gained into the depth and shape of the sales funnel.
- Sales cycle and time in each stage of the funnel
- Close rate and loss rate in each stage of the funnel
Outbound marketing did not previously exist but was embraced by the company. Despite being a greenfield sub-project, it remained challenging to develop the required capabilities.
Process: Automated and integrated marketing using Salesforce and Pardot.
Drop Marketing: e-mail driven customer journeys.
Content: Development of digital content used across marketing touchpoints.
Increased execution capabilities were added using outside firms. The partners provided internal capacity and also help at customer touchpoints.
View the full case study for further details.
Human Capital Management – Predictive Analytics for Turnover
This Fortune 500 company provides services from 12 major operating centers running Cloud software. Human capital from 20 regions serves over 700,000 clients in 112 countries, generating revenues of $12 billion.
To ensure sufficient staffing was available for key functions, a model was created to predict staffing levels vs. future plans. Data about trainees and new hires was captured to predict anticipated attrition early in an employee’s tenure. Workforce turnover rates drove the model for more experience workers.
The client was able to limited the number of unfilled positions in key roles by using the predictive model.
The predictive model used historical rates for attrition and captured data to enable the model to be recalibrated. This process was automated and data was continuously updated. Executive dashboards and visual management reports were created including funnels and maps. After a successful pilot, the predictive model and visualizations were deployed across the enterprise.
Clients should consider the following important lessons from this project.
- Align the representation of information to the audience; front-line leaders require different information than executives
- Clearly present the situation through visualizations so that users do not need to interpret information; data should support the conclusion
- Utilize metaphors that facilitate understanding such as gauges and other familiar representations
- Predictive models should utilize historical data if available; as data continues to be gathered, the models should recalibrate themselves
- Implement data quality management processes to ensure that the models continue to provide accurate predictions
- Pilot first and refine the approach and visualizations based on direct stakeholder feedback
In the example above, a candidate funnel was used because the sales-driven organization understood a sales funnel. Stoplight indicators highlighted which areas required attention. Direct work with stakeholders results in a final visualization after a number of iterations.
Click here for the data science case study about a provider of HR processing and data. It has amassed the largest independent data sets encompassing just under a million companies and over 30 million people. Despite having 60 years of history, the company was lagging smaller competitors in the area of analytical capabilities.
Actionable Strategies built the foundational organization, processes and technology models used by the client today to provide products, solutions and advisory services to their customer base. The initial data science work enabled the client to understand what assets could be delivered to the market and also used internally.
Predictive Analytics – Product Strategy and Development
Click here for the predictive analytics case study. The product strategy and development project was for a Fortune 500 company that provides business process outsourcing and human capital management solutions. The company has revenues of $12B from 700,000 clients in 112 countries.
After conducting a strategic competitive analysis, Actionable Strategies was subsequently tasked with defining a product strategy for delivering products that provide predictive analytics. The client then asked us to build the initial product which won “Top HR Product” in HR Executive Magazine.
ERP Strategy and Platform Selection
Click here to view the case study for a very large enterprise in the Kingdom of Saudi Arabia. The client needed a strategy for implementing ERP to consolidate their aging technologies onto a single, modern platform. The client selected Actionable Strategies because of the proven methodology proposed for enterprise platform selection with a project team experienced in large scale ERP package deployment in globally distributed organizations.
The client embraced the strategy, process changes and implementation plan, and was well-prepared as it launched the initiative.