A tax consulting and technology firm seeking to transform its business model and bring an expanded offering to market under a new brand.

Challenge:
Translate new business model into a new marketing strategy, driving transformation from product-driven to market-driven environment. Bring strategy to life while delivering efficiency by serving as outsourced marketing department.

Rand Inc. Solutions:

• Rebrand and relaunch company
  – Brand Architecture
  – New name development
  – Primary research to test value proposition and key messaging
  – Renaming and rebranding campaign
  – Web site update, including search engine optimization and tracking
• Lead strategic planning and business planning effort
  – Market sizing
  – Opportunity analysis
  – Revenue and profitability projections
• Create business-based marketing strategy and tactical plan
  – Alignment of company services with market needs
  – Target base segmentation and prioritization
  – Detailed communications plan to establish marketing “rhythm”
• Source and implement sales automation technology to facilitate:
  – Customer relations management
  – Tracking and measurement of sales and marketing efforts
  – Sales and marketing process efficiency
• Maximize limited marketing budget to drive awareness and generate leads
  – Integrated campaign including direct marketing and telequalifying efforts
  – Measurable tactical execution
  – Leveraged telequalifying resource for ongoing insight into market response
• Operate as company’s internal marketing organization
  – Provide visibility into marketing planning, execution, and results
  – Budgeting and external resource management
  – Ongoing insight, analysis and optimization of marketing effort

Results:

• Over 160 qualified leads delivered to sales team
• Launch of new brand and name to both internal and external audiences
• Clarification of services offering and focus against key target audiences
• Launch of web site with search engine optimization and analytics
• Successful implementation of salesforce.com