Business Development Case Study - Enterprise Global
Asian Nets Group - FTSE 100 Financial Services Company
What was being sold? - Banking Payment Services for Forex transactions
Developed in close conjunction with the banking community, our client offers institutions involved with foreign exchange and other international transactions a new way to share multi-bank, multi-currency 'Nostro' account data in real-time. This is in direct response to the banks' need to improve liquidity management, reduce risk, increase operational efficiencies and respond to customer demand.
The service is a subscription-based information service, providing Nostro agents and account holders with a single view of their Nostro positions in each currency, across bank accounts, irrespective of time-zones and systems, to help them manage their cash flows intra-day, rather than after the market has closed.
Strategic Requirements - Market Development
Following a significant investment of resources and time (4 years) the project team wanted to cover some or all of the items listed below prior to the SIBOS event on September 6th 2005.
- Increase the user community with new PILOT banks
- Drive the client brand relating to Nostro systems into the international market
- Attack the large untapped global banking community
- Accelerate awareness around the client product
- Drive traffic to the client website
- Create awareness of client presence at SIBOS
- All activity not to conflict with existing internally generated pipeline
Scope of the project
6 Week Campaign July 27th to September 6th requiring 4 outsource sales professional's on a fulltime basis.
The selected agency was required to:
- Secure global banking databases and complete all data cleansing.
- Provide a total end to end CRM solution tracking all prospects, evolution of contact and progression.
- Emulate client with total look and feel of communication and E-mail aliases.
- Create a series of E-mail communications to sue in driving traffic and awareness of the client brand and client website.
- Create an aggressive sales and marketing campaign pre SIBOS (Sept 6th).
- Work in tandem with internal sales force driving product awareness and presence on the client's stand.
- Provide weekly reporting and analysis of all activity ongoing.
Special Requirements / Considerations:
- Niche service "highly unlikely to be sold over the phone." (Project Sales Manager)
- Drop dead date for action and results, Sept 6th working through the summer low season.
- Accelerated brand awareness and service exposure a priority.
- Benchmarking of internal sales team as by product or project. (internal political pressure)
- Productivity analysis, cost benefit and justification.
The results:
The Asian Nets Group activity helped client to achieve their 'best case strategic requirements' listed above. The project management team were delighted with the results and performance and as such client are presently in negotiations to work with Asian Nets for a 12 month contract based on the pilot results.
