The Client
101 Data Solutions is a consultancy off ering expertise in all aspects of data
storage. It can supply hardware and software from all the major manufacturers,
and is an accredited partner of EMC, the world’s largest provider of data storage
systems. 101 Data Solutions specialises in the design and build of complex data
storage solutions for organisations of all sizes, using both existing EMC systems
and, where appropriate, new EMC technologies.
The Challenge
101 Data Solutions already had a proven track record in delivering excellence
in technology products, services and solutions to its customers. However, it
now wished to extend its reach through marketing and telemarketing. As these
activities were not among its core competencies, it wished to outsource them to a
professional marketing and telemarketing service.
When working with various marketing and telesales organisations in the past, 101
Data Solutions had found it frustratingly diffi cult to get what it truly needed from
an outsourced function.
101 Data Solutions realised that in order to implement its aggressive growth plans
successfully, it needed to enhance the business intelligence it was receiving and
generate more business opportunities. It also knew that in some cases it was
losing business to competitors due to insuffi cient coverage and a heavy workload.
The company’s needs were twofold:
• To be in a position to capture new projects ahead of its rivals.
• To be able to defi ne project lifecycles accurately, to ensure a high level of
business profi ling. This would reduce the time to market and enable its sales
force to focus on new business opportunities in a structured manner.
The Solution
101 Data Solutions felt that its best chance of success lay in working with a skilled
partner that:
• shared its own professional values and ethics
• understood its strategic issues
• had expert knowledge of data storage within the IT industry
• had a proven track record of generating highly qualifi ed new business
opportunities.
The two companies began to work together to resolve 101 Data Solutions’
problems using Go Demand’s structured strategic approach. The aim was to
generate high-calibre leads qualifi ed on the basis of Go Demand’s own enhanced
version of BANT (the prospect’s Budget, Authority, explicit Need and Timeframe),
which incorporates SPIN (questions relating to Situation, Problem, Implication and
Need-payoff ).
The Outcome
The pilot campaign proved extremely successful, and the two partners continued
to work together on focused EMC product campaigns and other pipeline
management functions. The results included additional growth within the EMC
business of over 30% in the fi rst 12 months, and a high level of repeat business.
The relationship with Go Demand enables 101 Data Solutions to focus on
delivering its core service without having to worry about new customer acquisition
and competitive threats to its existing customer base.
What the client said
“We are very pleased with the results delivered to our business. It has taken
a long time and a lot of money to fi nd an organisation that actually cares
about our business strategy to the level that Go Demand does. Go Demand’s
professionalism, structure and process match our own, so the synergy is great.
We review each quarterly campaign and we have seen a very positive ROI
on each.
“From the outset, we and our technology partners were keen to commission a
profi table service and not a self-promoting PR exercise, which is what other
marketing organisations have so unfortunately proved to be providing. Go
Demand has delivered what we need – and more.”
Brett Edgecombe
Director – 101 Data Solutions