Company at a Glance
Global Knowledge is Europe’s largest independent IT training company with over 40 dedicated training centres in 12 countries, and offering more than 1,000 courses. Approximately 500 people are employed across Europe, 25 per cent of these being technical trainers, training 2,000 delegates every day.
Sales Process Engineering was a revelation: it addresses core business objectives, to formulate a plan that will deliver highly targeted and compelling internal and external sales contact and communication. The planning system draws on the organisation’s own experience and expertise in the formulation of persuasive themes and messages and the definition of key points of difference that directly appeal to the interests of prospects and clients. It results in a strategic programme of highly focused activity.
The Challenge
To differentiate Global Knowledge from other training providers, and to communicate a complex portfolio of training solutions to multiple sectors and audiences in the market, including key account global Enterprise and Service Provider organisations.
The Strategy
To develop an integrated sales and marketing process plan that would deliver communications and service consistently at each key stage of contact with customers, tiered according to each differentiated service and niche market, and supported by compelling marketing collateral and other tools, to maximise sales conversions and retention. The premium key account sector was prioritised.
The Project
Sales Process Engineering specified market research and also training of the sales, marketing and business development teams to develop an integrated sales and marketing plan and process system to target and meet specific objectives for each differentiated market sector. Marketing communications and services delivery were then specified for each stage of the redesigned process, which included a series of tools – including branding, literature, audio-visual presentation material and scripts.
The Results
A documented sales and marketing process that aligned sales, marketing and business development teams, and included the communication and other collateral tools required to undertake a successful programme.
