Digital Equipment Corporation, and one of its independent software vendors in the electronic computer-aided design (ECAD) market, Cadence Design Systems, Inc., asked Mueller International to develop a Joint Marketing Program for them. The goal of the program was to find software opportunities for Cadence and workstation opportunities for Digital within the ECAD market and increase sales revenues for both companies by offering a Digital/Cadence solution.

The program would target both current customers and new business prospects interested in ECAD solutions. The program would also foster a better working relationship between the Digital and Cadence field sales organizations, providing both organizations with the training and marketing support for effectively teaming in major sales opportunities.

This program focused on meeting the following objectives:

Create demand for Cadence software solutions and Digital workstation opportunities in the ECAD market.
Educate the Digital and Cadence field sales organization through a multiple-event series of program training and sales kick-off presentations. Introduce the sales teams to each other and provide the appropriate training required for each team to understand the capabilities of both companies in providing total ECAD solutions.
Produce qualified Class "A" leads which would result in incremental revenue for both companies. Guarantee 2,000 Class "A" leads.
Establish a working marketing model designed to generate a $200 million revenue stream over a two-year period, and prove the viability of the methodology within six months. Based upon the success of the program, expand the program throughout other organizations within Digital.

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Conducted a Response Motivation Research Study to identify the market "buying motivators" that trigger a positive response for ECAD solutions.
Found the way to get Digital into ECAD workstation opportunities where, before, programs had failed.
Conducted multiple database qualification programs, including a 2-Step, Direct Mail Pre-Qualification Program, to gather the prospect information needed by Digital and Cadence to identify qualified prospects. Guaranteed a minimum 20% response from this program.
Designed and implemented a high-impact, direct marketing program series to break through to qualified prospects identified during the database development effort. This program included a 3-Dimensional Direct Mail Program followed by a multiple-wave Telemarketing Follow-up Program that paralleled each organizations needs and interests.
Provided a series of training sessions at remote sales offices to educate and train the digital and Cadence sales organizations on each other's product line and the ECAD market, so that both companies would be comfortable and effective in promoting the Digital/Cadence solution.
Implement a Closed-Loop Lead Tracking Program to interface with both sales organizations and track leads to win/loss. Established program viability at the six-month time frame.

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Generated 3,274 qualified prospects for the Digital/Cadence solution.
Identified $270,000,000 in potential sales revenue for Digital/Cadence solution.
Program far exceeded its original guaranteed response rate of 20%.
Program generated over $12 million in sales within the first six months of implementation.
Generated 185 RFP opportunities in the sales pipeline at the time of program conclusion.
Based upon the success of the program, this strategy and implementation methodology was replicated within Digital, both in the U.S. and internationally, for multiple vertical market segments and lines of business, including ECAD (additional segments), MCAD, RDBMS, scientific, manufacturing, facilities management, retail, client/server, wholesale distribution, technical publishing and several others.



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