SuperDerivatives is a leading global provider of derivatives pricing
information for banks, hedge funds, investment managers, corporations
and auditors. SuperDerivatives was under-achieving its potential as a
global-leader; sales performance and execution varied widely across the
sales team. Due to the highly technical nature of the sale, ramp times
were long and many non-industry sales-people struggled to achieve
success.
Admarco conducted a diagnostic assessment of sales
and marketing process and made specific recommendations including
migrating to Salesforce.com CRM from an in-progress implementation of
Siebel Online. Recommendations were also made on modifying sales
process, training the sales team in consultative selling technique and
as a first step to align sales and marketing messaging.
Admarco
worked with the founders, product management team, top sales producers
and visionaries in the company to create a Messaging Architecture
consisting of Positioning Pillars for "big-idea" selling and
positioning SuperDerivatives offerings vs competitors and "Win-themes"
which describe how using the SuperDerivatives products creates value
for derivatives traders, sales-people and customers.
The next step was creation of Buyer-Relevant Messaging templates for each of the target buyers in the markets served.
These templates gather and integrate the following information;-
- industry knowledge,
- product knowledge,
- product-usage knowledge and a rationale for positioning,
- best practices diagnostic questions of the top sellers,
- questions to enable buyers to envision using the products,
- relevant proof points
The
Messaging Templates are used by sales execs. prior to making sales
calls to raise the standard of sales conversations with buyers from
product-centric to business-centric and have been integrated into the
SuperDerivatives conceptual selling framework.
According to CEO
David Gershon, Admarco's process enabled SuperDerivatives to uncover
its core competitive DNA." Admarco provides a tremendously valuable
toolset to shorten ramp time for new sales people to become
fully productive. In addition sales people with no background in
financial markets feel much more comfortable in conversing with clients
around how using our products can help them achieve their business
goals". www.SuperDerivatives.com