A leading Melbourne based boutique HR advisory firm has a small team of six staff and growing with offering HR assessment and full range of HR advisory and resourcing services to corporate and SME businesses. They pride themselves on personalised service and long term retained clients. They have growth aspirations and also much of their business was from referrals with a very high conversion rate as well as forming alliance partners in their business network.
Our HR client’s initial vision and goals for the next 12 months:
- To explore an effective marketing communications and sales pathway for business growth;
- To uncovers insights for the value proposition, audience personas and competitive landscape;
- To identify internal alignment opportunities to strategically position the HR Advisory for success;
- Recommends an actionable 12 month plan to reach desired 25% growth projections;
- Identify key sales processes and budget requirements; and
- Position the HR Advisory with the capacity to grow with velocity and plan for succession.
To date a conversion rate of 82% from a complimentary HR Health Check has been good and effective however more inbound leads were needed.
The HR advisory wanted to develop core business service sales around selected retainer services and to explore growth of recruitment services and retainer based business which can scale and provide steady cash-flow from both existing clients and new business.
- Current resourcing has about 10% capacity to grow in workload.
- An additional priority to review sales and marketing process and systems (CRM and marketing automation tools) and consideration for investment to support clients, operational processes and internal requirements for future scalability and growth.
In forward planning for the financial year 17/18 they needed some sales and marketing strategy assistance to help with business growth.
They recognized the current depth of their sales and marketing strategy plans weren’t sufficient to help them scale and reach their financial year growth targets.
They wanted a combined integrated approach to address and plan out their alignment of sales and marketing in order to scale.
From there they needed some coaching and guidance on how to best invest a limited budget to take their business forward whilst hiring a new HR consultant and evolving their brand marketing.
A strategy of new leads from their HR Growth Assessment was their main form of new leads, followed by referrals with a high close rate.
The logos and colours used on throughout their digital online presence appeared dated.
After combining the sales and marketing strategy as an integrated approach, the deliverables were a comprehensive plan and roadmap with staged investment estimates to budget for.
How we were engaged
Business Growth Assessment
The HR Advisory found us using an inbound marketing approach and registered opportunity for downloading and completing a Business Growth Assessment as well as downloading our 7 Profit Multipliers E-book resource.
The initial engagement followed an inbound process.
Strategy Planning Workshop
Following this we engaged in partnership with our marketing strategist for a 2 hour paid workshop for an integrated sales and marketing strategy engagement using our proven methodology.
The client came well prepared with their data and financials as well as marketing materials to help strategise and develop recommendations.
Outcomes and value achieved
A detailed business growth assessment overview to independently help set the direction and achieve their goals. This assessment also included a digital website customer experience review for online engagement which improves lead generation projects. A blend of creative marketing design and commercial sales consideration elements were provided in formal feedback and recommendations of next steps and also an appropriate budget to consider a staged approach.
After the workshop and a series of consultations, we formulated the integrated sales and marketing strategy plan to help provide a roadmap for their objectives using a strategy, people, process and systems approach broken down into stages.
Given it was a small business, budget was a challenge in hiring a resource first, servicing their current client base and then a focus on system tools.
Our staged recommendations and roadmap of an integrated sales and marketing strategy given the short term budget constraint and plan to hire a senior consultant were:
Stage 1 – Strategy Plan and Roadmap/Recommendations with Marketing Benchmark.
Stage 2 – Implementing HubSpot to replace Salesforce and a transition plan based on ease of use and requirements from the design and CRM marketing data capture process.
Stage 3 – Enhancing marketing strategy to deliver a website and social media plan for CTA with their HR assessment offer and capture more customer and prospect data for FY17/18.
Stage 4 – Generate more leads and shift from a product focus to a higher margin and upsell/cross sell offering to help the account management process.
With some assistance and consideration, the HR advisory have now updated their website and digital presence with more HR assessment offers, social media engagement and customer centric content.
They have also implemented a basic HubSpot Marketing Hub and Sales Hub platform to track and collect digital and social engagement analytics with reporting for better visibility.
Moving forward they now have a defined strategic plan to implement the roadmap, as budget allows, in a practical and controlled way which allows them to be innovative and provide growth using a strategic people, process and systems approach.
Strategy Development Outcomes
As a result of our integrated sales and marketing strategy consulting assistance, the HR advisory gained better clarity and a plan of action across people, process and systems with:
- Help in defining business goals, objectives and marketing benchmarking measures.
- Aligned Sales and Marketing strategy plan and processes from the workshop.
- A plan to provide growth capacity and tools foundation for a 5 year growth plan.
- Providing an informed sales management and commercial decision making process with a detailed implementation planning and investment budget needed for the next stages of the project over the next 12 months.
For further information around our strategy services or how we helped this HR advisory client, feel free to contact us on firstname.lastname@example.org or call +61 3 9225 5022.
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