A clear commercial strategy, an aligned organisation and focused sales and marketing activity.
The challenge
To realise the business growth strategy and turn it into action, the commercial strategy needed to be redefined and embedded across the organisation, providing the clarity and alignment needed to meet the organisations strategic goals.
The approach
Working with the leadership team, we redesigned the value proposition and shaped the brand, marketing and sales direction, delivering a new strategic focus, clarity on the customer audience and the tools to engage effectively.
With that clarity established, the commercial marketing program was developed with real focus, delivering targeted campaigns that resonated with the right audiences and stronger sales collateral. Marketing was centred on building the content, campaigns and brand exposure to ensure Wilson Parking was considered as a trusted partner, innovative market leader and the operator of choice.
The business development strategy was established to concentrate on a specific audience, giving renewed focus to attract, grow and retain commercial clients. With defined targets aligned to the financial years’ strategic goals, each sales region had a clear pipeline to work to. This gave the team the opportunity to direct their energy where it made the biggest difference and be more effective in driving new sales, to deepen customer relationships and build accountability.
The introduction of a renewed CRM was a critical enabler of the business development strategy. By mapping the customer journey and redesigning the platform’s structure to reflect it, the CRM became an efficient tool for the team to manage pipeline progress. The redeveloped reporting allowed for greater accountability and provided the Executive team with clear and consistent visibility.
Embedding the strategy across the organisation
A strong strategy only delivers if the whole organisation understands it and can act on it. We led a series of workshops bringing together the marketing, business development, finance and operations teams to build a genuine understanding of the strategy. Working through why the direction mattered, the impact it had across the business and how each team played a role in achieving the goals. These sessions set the foundation for aligned thinking and a shared sense of purpose.
From there, we developed a broader communications program to take the strategy to the whole organisation, building a clear, engaging story that people across the business could connect with and act on.
The result was an organisation that didn’t just know the strategy existed, but understood it, owned it and knew how to move it forward.
The outcome
A clear strategy, embedded across the organisation with all teams working together towards the same commercial outcomes. The result was sharper focus, stronger customer engagement, more effective sales and marketing activity, greater team accountability and the reporting tools to track and manage growth.