Converting centrally agreed marketing strategies into action out in the field can often be a stumbling block to their implementation unless all parties are encouraged to work collaboratively.
Client: Briggs Equipment UK
Business: Materials handling equipment supply
Issue: There was no clear definition of what the Briggs brand meant to the customer. It was either an unknown quantity or misunderstood. The sales team was also confused about what it stood for with the result that conflicting messages were being sent out.
Solution: Vertical’s Cathy Bennett worked to bring contracts, marketing and sales together in a series of think tanks tasked with defining and agreeing the business’s customer value proposition and key unique selling points.
“We drew up a brand pyramid incorporating these themes that sales could understand and buy into,” Cathy said. “This process was crucial because it involved sales directly inputting their ideas and thereby sharing ownership of the outcome, which was essential to their sense of self-worth and motivation.”
Result: A customer value proposition was agreed which defined Briggs as a first choice service provider committed to adding value to the customer.
