CHALLENGE
GTM Strategy Misalignment: The company’s go-to-market (GTM) strategy, which had proven effective domestically, did not resonate with the diverse and competitive EMEA market. Cultural differences, customer behaviour, and market dynamics required a recalibration of their approach.
Value Proposition Dissonance
The value proposition that had been compelling in the US market failed to address the unique pain points and demands of EMEA customers. This misalignment hindered the company’s ability to communicate the benefits of its solution effectively.
Inadequate Digital Presence:
To establish credibility and engage with EMEA prospects, the company needed a robust digital presence that conveyed its value proposition clearly and convincingly.
The lack of compelling digital assets prevented them from addressing the key questions: “Why do anything, Why do it now, and Why us?”
Lack of Targeting Precision:
defined Ideal Customer Profile (ICP) limited the company’s ability to identify and prioritise the most promising leads within the vast EMEA market. This led to wasted resources and efforts on unqualified prospects.
Ineffective Outreach:
Previous attempts at outbound messaging lacked a strategic approach, resulting in poor response rates and difficulty in identifying qualified leads. A refined outreach strategy was needed to reach potential customers effectively.
Incentive Plan Redesign:
Created performance-based incentive plans that were aligned with strategic objectives, revenue targets, and individual sales goals. Tiered incentive structures, bonuses for meeting key milestones, and recognition programmes were implemented to motivate and reward sales team members.
Partnering with Corporate Field:
A Transformational Approach Recognising the need for a comprehensive overhaul of their EMEA expansion strategy, the SaaS business sought assistance from Corporate Field, renowned for their world-class best practices in strategic growth. The partnership aimed to leverage Corporate Field expertise to address the identified challenges and realise success in the EMEA market.
SOLUTION
GTM Strategy Refinement: Corporate Field conducted an in-depth analysis of the EMEA market, identifying nuanced customer behaviours and preferences. Together with the SaaS company, they developed a tailored GTM strategy that aligned with the market’s dynamics and cultural nuances.
Value Proposition Recalibration
Through collaborative workshops, Corporate Field assisted the company in crafting a value proposition that resonated with EMEA customers. They positioned the SaaS solution as a direct answer to the “Why do anything, Why do it now, and Why us?” questions.
ICP Segmentation and Outreach Campaign:
Corporate Field helped the company define a precise ICP by analysing market data and customer insights.
Strategic Outreach Execution
Armed with a refined messaging strategy, the company executed an outbound campaign tailored to address the pain points of the identified ICP. Corporate Field provided guidance on message content, delivery channels, and follow-up strategies.
IMPACT
The partnership between the SaaS business and Corporate Field proved transformative. By aligning their approach with Corporate Field’s strategic insights and best practices, the company achieved the following:
Lead Generation and Conversion:
The refined strategy yielded a significant increase in the number of qualified leads, resulting in a higher conversion rate compared to previous attempts.
Revenue Growth:
The successful penetration of the EMEA market led to a substantial increase in revenue, justifying the previous investment and underscoring the effectiveness of the Corporate Field partnership.
Building Quality Teams:
The collaboration highlighted the importance of assembling high-quality teams with domain expertise. Corporate Field’s support illustrated that success is not just about strategies, but also about the people driving them.
