I.T Products and Service

Marketing and Sales; Increase year on year

Step 01.

01. Challenge

Step 02.

02. Solution

Step 03.

03. Results


Loyal I.T. is an award winning company, who for 15 years have grown into a respected organisation providing I.T. solutions to businesses throughout their region. In early 2017 the Directors identified that they needed to take the business to the next phase in order to achieve growth. They wanted to gain more market share, grow their sales revenue and increase margins.

Loyal I.T. has a sound platform of product and service delivery but needed to boost their sales and marketing capabilities in order to reach the revenue and margin goals for the 2018 FY. The brief for Strategic Specialists was to develop the required capability for Loyal I.T to increase brand awareness, generate more targeted leads, improve the attainment of sales KPI and achieve sales targets.


After running a pinpoint and discovery session with the leadership team, a sales and marketing specialist was appointed.

Three key plans were identified as a paramount step in order to develop and implement the strategic intent. The first focus was to build the sales and marketing system out of the incumbent CRM, specifically the sales funnel, sales reporting and review format. The second area of focus was the formalisation and expansion of brand awareness and lead generation. This initiative has involved defining the positioning, messages to market and the appropriate communication channels. At this time of writing, we are well into carrying out these campaigns. The third area of focus has been to elevate the capability of the sales team; this has involved a Super 6 Training Program and coaching.

Overall, our intent has been to communicate Loyal I.T. as a category leader in the region. The sales team needed to become strategic partners with their clients as well as harnessing the platform to forecast, plan, monitor and adjust.




After completing the Super 6 of Sales training, Loyal I.T. are utilising the sales funnel, reporting format and meeting KPI's with effective monthly sales and marketing meetings.


We are well into the execution of the marketing and lead generation campaigns calendar


The revenue targets for FY18 were exceeded


The number of leads generated in the target market have increased since our time with Loyal I.T.


The sales conversions are at the high end of our expectations.


The desired message is touching our target market much more often

It was quite timely that Strategic Specialists became known to us because we were completing our business strategy for Loyal I.T. to take us into the next 5 years. We had identified that we needed to elevate our sales and marketing capability and taking on Tony as a part-time sales and marketing specialist has proved to be a worthwhile move. Not only have we established a sound sales and marketing plan but more importantly, we have the firepower to carry out the tactics. The progress and results are the proof in the pudding.

Michael TrimblettGeneral Manager

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