Case Studies

Building New Go-To-Market Capabilities To Drive Growth

Alstom is the world leader in integrated power plants for the production of electricity and air quality control systems. Alstom has solutions for all energy sources (coal, gas, nuclear, fuel-oil, hydropower, wind) and is a leader in innovative technologies for the protection of the environment.

Challenges

Deficient go-to-market capabilities and “one size fits all” marketing strategy resulted in unrealized opportunities

Approach

Completed a go-to-market (GTM) diagnostic to assess capabilities and identify possible opportunities Quantified capabilities based on three metrics – share of wallet, cross-sell and new customer acquisition Developed GTM Roadmap to prioritize and articulate the specific project needed to capture benefits Over a 20 month period focused on GTM capabilities beginning with the development of a customer segmentation approach for all customers Developed corresponding marketing and service tactics to address differences in customer segments Trained sales, service and product management teams Developed Excel based opportunity identification and pursuit application

Results

Enabled organization to capture $1.5M in share of wallet, cross-sell and new customer acquisition opportunities in the last quarter of their fiscal year

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