Case Studies
With more than 10 years in business development, Taylored Feats has helped secure business revenue for companies with limited or no brand awareness and with well-known brands such as Lowe's, Walmart, Kroger, Godiva, Abbott Nutrition, NCR, Lexis-Nexis, Therma-Tru Doors, MEIJER, Central Garden & Pet, Portion Pac (Division of H.J. Heinz) among others. These are some of our success stories.
Rainmaking: Creating National Opportunities for a Regional Powerhouse
(Working With an Internal Full Time Sales Team)
Executive Summary
A prominent regional media buying & creative agency was looking for new ways to make in-roads with major national brands on both the East & West coast markets of the U.S. They were known as one of the top agencies in their region but lacked substantial awareness with top brands nationally. Their mission was to position themselves as offering the same first-class quality & service as Madison Avenue but at a midwestern value.
A prominent regional media buying & creative agency was looking for new ways to make in-roads with major national brands on both the East & West coast markets of the U.S. They were known as one of the top agencies in their region but lacked substantial awareness with top brands nationally. Their mission was to position themselves as offering the same first-class quality & service as Madison Avenue but at a midwestern value.
Challenges
The full-time internal sales team was tasked with generating a quota of 6-10 agency presentations monthly in order to achieve the agency’s desired annual revenue targets. Each salesperson had to make 250-350 sales outreaches per month in order for the agency to generate the desired number of agency presentations. The pressure to meet quota was substantial as it is with any sales team. So, to optimize their chances of success, most of the internal team focused on regional opportunities where the agency had substantial brand recognition and therefore, a much greater chance of closing a new sales contract. The agency very much desired to elevate its brand on a national level but was not in a position to hire another full-time salesperson.
How Taylored Feats Helped
Given a proven track record of securing new business with national brands across a variety of sectors, Taylored Feats was brought on-board for 10-15 hours per week to work shoulder to shoulder with the agency’s full-time sales team. Taylored Feats was given a defined territory of prominent national brands on both the east and west coast. This assigned territory of national global players had previously been worked by the internal team with no success. The prospect target list represented 180-210 brand decision makers (Chief Marketing Officers, Brand Managers, Product Managers & Category Leads) who had not been contacted by the agency sales staff for at least two years.
The full-time internal sales team was tasked with generating a quota of 6-10 agency presentations monthly in order to achieve the agency’s desired annual revenue targets. Each salesperson had to make 250-350 sales outreaches per month in order for the agency to generate the desired number of agency presentations. The pressure to meet quota was substantial as it is with any sales team. So, to optimize their chances of success, most of the internal team focused on regional opportunities where the agency had substantial brand recognition and therefore, a much greater chance of closing a new sales contract. The agency very much desired to elevate its brand on a national level but was not in a position to hire another full-time salesperson.
How Taylored Feats Helped
Given a proven track record of securing new business with national brands across a variety of sectors, Taylored Feats was brought on-board for 10-15 hours per week to work shoulder to shoulder with the agency’s full-time sales team. Taylored Feats was given a defined territory of prominent national brands on both the east and west coast. This assigned territory of national global players had previously been worked by the internal team with no success. The prospect target list represented 180-210 brand decision makers (Chief Marketing Officers, Brand Managers, Product Managers & Category Leads) who had not been contacted by the agency sales staff for at least two years.
- Taylored Feats conducted phone and email campaigns utilizing the agency’s centralized Act! Customer Relationship Management (CRM) database to update all company decision makers within its assigned territory. Although contracted for only 10-15 hours per week, Taylored Feats achieved the same desired quota of 250-350 sales outreaches as the full-time team to maximize the chances for success.
- Taylored Feats utilized a persistent sales & marketing strategy of cold calling & relationship nurturing through a steady drip of thought leadership content, industry case studies and agency contract wins to fully qualified brand decision makers within its territory. A consistent consultative selling approach was utilized to begin conversations with the right decision makers to:
- Uncover their strengths, pains & unique challenges.
- Build Credibility & Trust.
- Offer customized agency solutions based on their industry, competition, as well as their interests, needs and goals.
- Secure new revenue opportunities for the agency where the agency’s customized solutions would effectively ease prospect pains and address their company brand needs at a value price point.