MPO | Go to Market | Advisory
Case Studies
CMO Axis is uniquely positioned to deliver to fast changing business and marketing needs. With a potent combination of business insights, strategic marketing expertise and execution bandwidth, CMO Axis is able to offer integrated solutions that make business sense to both business and marketing leaders.
Proposition: Outsourced CMO office with onsite staffing.
Who we are engaged with: Chairman and CEO
Business case: The client was predominantly delivering staffing solutions and had made strategic acquisitions in the space of infrastructure management and EAI. They wanted marketing help to reposition their company and create a go-to-market plan that will help them engage better with existing customers and also
acquire new clients.
Deliverables:
- Repositioning of company as an integrated ‘IT and Business Optimization’ service provider
- Outreach of new positioning to existing clients and prospects
- Influencer engagement program – industry analysts, media and shareholders
- Initiation of account based marketing to mine existing accounts
- Focused demand generation program to increase leads pipeline
- Partner marketing programs with BMC, Microsoft, etc
Proposition: Reaching out to and engaging with potential diamond buyers.
Who we are engaged with: CEO / Head of Business
Business case: The client was looking to build a set of programs to reach out to the right demographic profile and position online diamond buying as a safe and better value offering
acquire new clients.
Deliverables:
- Profiling of demographics and targeting buyers based on occasion / buying reasons
- Running targeted retail programs reaching out to this community – mall promotions, corporate promotions, apartment/ key residential locality promotions / club promotions
- Cross branding with upmarket restaurants, non competing luxury brands
- Branding across social media/ communities
- Emailers, direct mailers and telecalling
- ‘Moment of truth’ advertising – airports, club magazines, social media sites / wedding sites
- Targeted PR
Proposition: Reaching out to and engaging with 100+ named C-level prospects in North America using blogs, social networks and online communities.
Who we are engaged with: CMO office, India
Business case: The client was looking to build a sharply targeted outreach program to identify and engage with these key prospects using new media tools
acquire new clients.
Deliverables:
- Creating and maintaining blogs
- Identifying prospects on social networks and online communities
- Inviting them to client’s communities, events and blogs
- Contributing to third party / industry blogs and communities
Proposition: Management of the company’s Multimedia CD-ROM product line targeted at education and training for young managers that is retailed across India.
Who we are engaged with: Business Head, India
Business case: This project involves new titles identification, content creation, multimedia design and delivering the finished title for onward replication and retail distribution. This activity was done using in-house product managers and had taken the company 6 weeks to deliver one title. CMO Axis now delivers 4 titles a month for them, giving them a significant competitive advantage and speed to market
acquire new clients.
Deliverables:
- Customer research and identification of new genres and titles
- Content research and writing
- Multimedia design integrating interactive learning tools
- Publishing
- Title review and improvements based on user feedback
Proposition: Global back office desk for graphic design and animation, PPT makeovers, case study writing, etc.
Who we are engaged with: CMO office, India
Business case: The client was looking for a back-office service desk where global sales and delivery teams can get time critical design and content work done in a templatized and cost efficient manner.
Deliverables:
- Case-studies
- Whitepapers
- Presentation make-overs
- Brochures & Flyers
- Sales demos and walk-throughs
Proposition: Outsourced CMO office for an SBU of the company.
Who we are engaged with: SVP and Business Head
Business case: The client is launching a new engineering configuration service that helps heads of engineering cut lead times for product design and helps sales teams decrease reliance on engineering teams in the sales cycle.
Deliverables:
- Competitive landscaping and positioning strategy for this product
- Website and all sales and marketing collateral creation
- Creation of demos, sales training material, etc
- Customer segment identification and outreach
- Influencer outreach
- Partner marketing programs with Solidworks, Autodesk, etc
Proposition: Management of the company’s annual global innovation awards program.
Who we are engaged with: CMO office, India
Business case: This project involves management of the company’s annual innovation awards program that involves identification and selection of top innovations both within the company and outside the company (globally).
Deliverables:
- Design of awards process, forms, scoring sheets etc
- Identification of jury and award partners
- Screening of applications and shortlisting of finalists
- Engaging with the jury to select winners
- Dissemination of news and updates on the awards to participants and other stakeholders
Proposition: Management of the company’s admissions marketing process for their flagship MBA program
Who we are engaged with: Business head, India
Business case: The client was looking for a sales and marketing partner who could run marketing programs (online and offline) directed at the target group, build a lead pipeline and also help them with the outreach to candidates and complete the admissions process.
Deliverables: CMO Axis set up an integrated sales and marketing desk for this client which included specialists in campaign management, telesales and BTL. Deliverables included
- Identification of target segments for the executive MBA program
- Running awareness campaigns
- Interventions in product development and positioning
- Design of all online, print and offline communication
- Outreach to prospective candidates and closure of admission process
Proposition: Management of the company’s sales and marketing for their new generation Forex and commodities trading platform
Who we are engaged with: Business heads in Israel and India
Business case: The client was looking for a sales and marketing partner who could run marketing programs (online and offline) directed at the target group, build a lead pipeline and also help them with the outreach to HNIs, traders and investors, provide education and training and support them through the investment to trading and account management cycle.
Deliverables: CMO Axis set up an integrated sales and marketing desk for this client which included specialists in campaign management, telesales and BTL. Deliverables included
- Identification of target segments that included HNIs, traders and investors
- Running awareness campaigns
- Interventions in product development and positioning
- Design of all online, print and offline communication
- Running online/ offline training workshops to prospective investors
- Outreach to prospective investors and management of the invest to trade cycle
- Ongoing account management of investors
Proposition: Management of the company’s sales and marketing for their critical care product range
Who we are engaged with: CEO
Business case: The client was looking for a sales and marketing partner who could manage the complete go to market of their critical care products as the client.
Deliverables: CMO Axis set up an integrated sales and marketing desk for this client which included specialists in pharma sales and channel management. Deliverables included
- Identification of key hospitals and stakeholders in these hospitals including dieticians, surgeons and specialists
- Running awareness campaigns and workshops
- Design of all stakeholder communication
- Building and managing a channel of hospital distributors and dealers
- Management of revenues for Critical Care products and ongoing account and relationship management with the physician and dietician community
Proposition: Management of the company’s demand generation efforts in India
Who we are engaged with: Buisness head, India
Business case: The client was looking for a sales and marketing partner who could manage the demand generation process targeted at key industries.
Deliverables: CMO Axis set up demand generation desk for this client which included specialists in campaign management, event management and telecalling. Deliverables included:
- Identification of key industries, accounts and stakeholders
- Research on technology environment and need assessment for these key accounts
- Running awareness campaigns
- Design of all stakeholder communication
- Appointment setting and follow ups management
- Ongoing relationship management with key accounts
- Hosting round table and focus events in key cities targeted at key accounts
Proposition: Management of the company’s thought leadership initiatives
Who we are engaged with: CMO team
Business case: The client was looking for a marketing partner to assist them with their thought leadership initiatives.
Deliverables: CMO Axis set up an integrated sales and marketing desk for this client which included specialists in content and reserach. Deliverables included:
- Identification of thought leadership agenda and topics
- Working with SBU heads and SMEs to leverage resident knowledge
- Research and production of white papers, POV papers, PPTs and blogs
- Assistance in distribution of thought leadership content through online and offline channels
Proposition: Outsourced CMO office for an SBU of the company
Who we are engaged with: Global head of sales
Business case: The client is launching a new risk management product for the global market that competes with Oracle’s Crystal Ball and @Risk. They wanted marketing help to create and execute a go-to-market strategy for this product.
Deliverables:
- Competitive landscaping and positioning strategy for this product
- Packaging, website and all sales and marketing collateral creation
- Creation of demos, sales training material, etc
- Channel partners identification and signup
- Innovative channels like direct sales tie-up with CNBC
- Customer segment identification and outreach
- Influencer outreach (media, influencers, CPA associations, etc)
- Flexible engagement model with part compensation tied to product revenues and performance
Proposition: Management of alternate sales channels for the company’s white-goods product lines
Who we are engaged with: Business Head
Business case: This company, a new white goods brand from a leading business house wanted us to handle alternate sales channels for them. CMO Axis is helping them with building and promoting an e-commerce portal, building a community of home sales agents for direct selling and building a customer community for referrals,up-sell, etc
Deliverables:
- Setting up and promoting a dynamic e-commerce portal
- Setting up online community for dealers, sales executives, employees and home sales agents for training and equipping them to sell
- Building an online community for customers/ prospects to network, get buying advise, user tips, referral rewards, merchandise store, etc
Proposition: Management of the company’s social media initiatives
Who we are engaged with: CMO office, USA
Business case: This company wanted to outsource the set up and management of their social media presence that included industry blogs, twitter, facebook, etc
Deliverables:
- Setting up and promoting blogs and company’s profile on social networking sites like facebook and twitter
- Inviting customers, prospects and analysts to visit and join the company’s profiles
- Spreading awareness of these pages through joining relevant online communities, groups and forums
- Setting up and managing a process to acquire, approve and post content regularly on these profiles including links, comments, discussions, videos and photos
- Promoting the social media vehicles with stakeholder community on a regular basis through newsletters,
emailers and invitations to engage and post their views on these communities
