Global Vendor vCMO Solution
Like many multinational organisations in Australia, the local arm of the business often operates with limited marketing support from head office. Autotask’s sales team and technical staff needed hands-on marketing support by a person with local knowledge of the A/NZ and Asia Pacific marketplaces, and a deep understanding of how to target and sell to their audience, Managed Service Providers (MSPs).
Radial Consulting was engaged to work in the capacity of a virtual Chief Marketing Officer (vCMO). Key priorities undertaken included updating marketing collateral, localising their Endpoint Backup, Endpoint Management and PSA offerings, and devising and implementing a new marketing strategy and budget in alignment with head office marketing goals. Other tasks involved creating case studies, managing an A/NZ roadshow of roundtable events, and trade show support for Cisco’s flagship regional event, Cisco Live.
Due to the acquisition of CentraStage by Autotask back in 2014, a comprehensive audit of all marketing collateral was undertaken to ensure the sales team was equipped to approach targets with relevant materials. New documentation was designed in alignment with the Autotask brand and old case studies were localised, where possible.
Support to the sales team and technical staff was key to Radial’s program of work. A refined process was created around following up ‘cold’ leads and reinvigorating new prospects. By having a local marketing contact with understanding of the local market, the sales team were able to get on with their job, using updated collateral and on-target messaging.
Having a vCMO on board gave the sales and technical staff at Autotask the necessary support to achieve their targets. The pressure was taken off the sales team to do all the cold calling themselves. They were able to work with a new source of leads with the knowledge they had someone to help manage the leads at the backend, and the necessary collateral on hand to assist in bringing sales discussions to a fruitful close.