Situation
A fashion & business news publisher was looking to optimise its corporate (B2B) offering & identify short and medium-term opportunities to go above its desired growth target and build resilience during COVID-19.
Engagement
The four-week engagement included:
- New performance insights for B2B resources, pricing and sales tactics by analysing 2 years’ data
- Captured existing & target sales processes and best practices, identifying resourcing & process inefficiencies
- With client data & established methods, FTS designed a modelisation tool to estimate revenue impact
Results
Main opportunities for 2021 worth up to +30% on top of the 50% growth target:
- Revised pricing structure for small accounts, with new anchor price to protect B2C from cannibalisation
- Discounting guidelines for large accounts to help protect future growth & seat value
- New engagement-based package to fuel growth for mid-sized customers
- New lead generation tactics
- Streamlined acquisition and renewal processes on small accounts
- Engagement tactics for mid-tenure for large, engagement-based model accounts to fuel growth
“There are so many things we share with the FT in terms of values and business model that it was a natural fit.”
