Client Profile & Challenge
Our Client is a PE-backed, fast-growing Portfolio Company that is a Pharmaceutical manufacturer and distributor.
Challenge: Our Client was struggling with developing a robust pipeline from cross-selling initiatives and new product introduction programs. Their Marketing team was stretched thin with limited bandwidth to focus on these initiatives. The company has aggressive growth plans and was going to struggle to hit its revenue goals without a more effective cross-selling strategy and introduction programs for new products.
Messina’s Revenue Management Office designed and executed several lead generation programs for cross-selling to current clients and new product introduction campaigns. These programs targetted existing clients and High-Value Target prospects. We researched, built, and implemented the new target market database for the Client, as well as developed the marketing content and rolled out the programs to the Sales team. Messina’s Sales and Marketing Empowerment consultants trained our Client’s Sales team on the new integrated Sales and Marketing outreach programs, partnering with their leadership to oversee execution and review the defined Key Performance Indicators (KPIs) to measure program effectiveness.
Our Client’s team included their Sales Leadership, the Inside Sales team, New Product Development, and Marketing. Messina’s team included a Sales and Marketing Strategist and Program Manager, Content Writer, and Sales and Marketing Business Analyst.
“After” Business Value Creation
We measured program success by these KPI’s: New Product Introduction Zoom presentations, New Client Quotes submitted, and Won Quotes. Additionally, our Client saw Sales activity metrics increase significantly as the Sales team had a series of structured Sales programs to execute with Messina’s Revenue Management Office measuring all Sales activity and Marketing metrics (calls, meetings, emails, opened emails, click-throughs, and inbound leads). One New Product Introduction program generated $4M+ in their pipeline in the first two weeks.