The client is a leading retail distribution management software (DMS) with presence in 30+ countries across America, Africa, South East Asia and Australia.
It helps large FMCG / CPG companies like Unilever, Coca Cola, Loreal, Kraft Heinz, Beiersdorf (Nivea) etc. automate product distribution, trade promotions and sales force operations.
The client already had an impressive list of logos as their customers.
However, it wanted to expand to new geo-markets and industry verticals.
It had four key objectives:
However, much of its go-to-market (GTM) has been direct sales and relationship led.
Recognizing this, the leadership team - CEO and CMO, wanted to unify sales and marketing efforts, to drive high precision engagements — targeted at high value accounts in new markets.
The client partnered with Outcurve due to its experience of running Account-based Go to Market (Account based GTM) in different geo-markets such as - US, SEA, South Asia, AUS-NZ, Africa, Middle East etc.
Outcurve worked with the client's sales and marketing team to build opportunity pipeline in three geo-markets - SEA, Africa and South Asia, using Account-based methodology.
This involved:
In other words, Outcurve not only helped the client design an Account-based Marketing and sales engagement strategy but also built ABM readiness to kick-off hyper-targeted Account-based campaigns within the first two quarters itself.
The client was able to identify target accounts in new geo-markets, while generating over 15 sales qualified opportunities within 8 weeks of ABM campaign roll-out.
In addition, they built readiness in deploying ABM framework, tech stack, Account personalization and integrated ABM campaign — needed to execute unified sales & marketing GTM motions.
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