- Blackbelt Marketing System
- Business Model Innovation
- Value Inventory Workshop
- Digital & Social Marketing
- Strategic Planning
Contract Research Organization specializing in Oncology clinical trials in Canada
Scimega recognized a need to diversify its client base, which was heavily weighted towards large pharma, and saw an opportunity to grow revenues by attracting biotechs and small pharmaceutical companies from the U.S. to expand their oncology clinical trials to Canada. A parallel objective was to further strengthen relationships with top oncology research sites across Canada.
With the average sales cycle lasting 18 months and only one person dedicated to developing new business, Scimega couldn’t afford to waste any opportunities and were trying to avoid the competitive bake offs that usually result when responding to Requests for Proposals (RFPs) late in the game. They needed to increase their lead-to-win ratios by building stronger relationships with executive-level decision makers early in the buying cycle.
“Our service offering is excellent,” said Scimega’s President Denise Deakin. “But to get to the next level, we recognized that we needed assistance not only in raising our visibility but also in developing a more customer-centric sales approach and pipeline management system.”
Scimega used Keystone’s Business Model Innovation Workshop and Blackbelt Marketing System to identify the key moments of truth that helped move their customers’ selection process forward. By mapping their most valuable capabilities to their client’s most critical business issues they were able to create relevant sales tools and marketing messages that enhanced their solution-oriented approach to sales.
This Marketing Bill of Materials also facilitated the creation of a new website built upon real-life customer stories rather than generic features and benefits. More importantly, it helped improve sales performance by providing just-in-time, opportunity specific coaching to their Director of Business Development.