Case Studies

Orange Case Study

Sector: Telecommunications (B2B)
Background: The business market for voice and data is an extremely competitive environment. Conquesting is key.
Objective: Generate heavily qualified new business opportunities from the UK SME market to support the Orange corporate field sales team.
Strategy:
  • Pre-emptive research of target companies
  • Pro-active prospecting activity
  • Prospect retention process tasked with keeping Orange front of mind
  • Unique cross-site ‘Vitali G’ operation aimed at enhancing performance. Sites based in Leeds and Cardiff
  • On-brand, Informed, convincing conversations with correct individuals within profiled businesses
  • Confirmation of appointments + detailed agenda via mail and e-mail support for additional product-focused campaigns
  • Short, medium and long term incentive programmes all designed to increase performance
  • Use cash reward, team rewards and personal gratification to ensure targets are met over measured periods

Performance is measured across 3 areas:
  1. Number of opportunities
  2. Sales conversion of opportunities
  3. Transactional value



Results
  • Consistent on target delivery for the past 3 years despite increasing competition in a strategic market
  • Cross-site ‘Vitali G’ operation has improved performance further by 50% since it was launched early in 07
  • Confirmed sector leading ROI.