THE
ORMOND
GROUP
CASE STUDY
Marketing and Fortune 500 Partnerhips
Development for an Industry Giant
SERVICES
Marketing Strategy Development and Implementation
Business Development Strategy Design and Implementation
Sales Outreach
About Us
BRIDGING MARKETING, SALES AND
BUSINESS DEVELOPMENT
FOR CONSISTENT REVENUE GROWTH,
THE ORMOND GROUP provides insourced marketing and sales strategy services. Our
expertise ranges from the audit of your current activity, to development and implementation
of new strategies. When you partner with Ormond, you benefit from years of industry
experience with start-up, mid-market and Fortune 1000 companies. Our approach
encompasses comprehensive strategic marketing and sales, disciplined execution, broad
industry knowledge, and tactical creativity. We work closely with companies in the United
States and Canada to deliver flexible and unique marketing and sales solutions that are
linked directly to your top-line growth targets. Your partnership with Ormond means that
we first and foremost strive for shared success.
We achieve these goals one client at a time, executing in the interim and planning for the
long-term. Ultimately, our focus is on pursuing the highest standards of excellence, while
aligning our sales and marketing expertise with your growth objectives and organizational
goals.
We look forward to serving you and to working with you!
Best regards,
Alex Okounev
Founder
Client Profile and
Objectives
Our key objective was to develop and implement a marketing &
business development strategy that would result in a new major
revenue stream for the client’s largest business unit and position
it as an industry-leading provider of executive and employee
development services to Fortune 500 organizations.
The world’s largest education and publishing company wanted to
position its subsidiary’s flagship business unit as a premier provider
of executive training and leadership development services to Fortune
500 companies.
Within 6 months we formulated a market positioning and value
proposition for the client, created and implemented comprehensive
marketing and business development plans. We then successfully
developed C-level relationships with Fortune 500 companies, guiding
discussions to proposal stages with average proposal size in excess
of $2.5MM.
www.ormondgroup.com | @ormondgroup | 416-371-8696 (Canada) | 323-515-2539 (US)
How We Did It and
Our Results
Challenge and
Solution
Our client wanted to develop a new major revenue stream for its largest business
unit, but had limited brand recognition and awareness in its target market. With zero
dedicated marketing budget and no consistent business development outreach, the
client was looking for a creative and ROI-driven approach to engage prospective
Fortune 500 clients.
Stage 1 - Market Research. 4 weeks.
Because our client had no prior experience with its desired
target market, we wanted to develop an approach that
was firmly rooted in a thorough understanding of buyer
behavior and needs of the target market. We developed
a database of over 1,500 decision makers, influencers,
stakeholders and competitors. We then conducted
comprehensive market research, identifying specific
needs of prospective buyers and their organizations
(CHRO and CLO at Fortune 500 firms), understanding
existing competitive offerings and formulating a distinct
value proposition for our client.
Stage 2 - Marketing & Biz Dev Plan Development.
2 weeks.
Once we analyzed our research findings and identified
opportunities in the market, we created a marketing &
business development plan that achieved two objectives:
Stage 3 - Marketing & Biz Dev Strategy
Implementation. 4 months.
We achieved the two objectives by providing an in-house
implementation expertise to our client’s business unit,
effectively serving as its VP or Marketing and Sales. Our
plan, created in stage 2 of the engagement, grew Top
of Mind Awareness with the target market and included
daily sales outreach consisting of email, phone, webbased and in-person presentations at target Fortune
500 organizations.
Once we completed initial consultations with prospective
customers, we worked with internal resources on the
client side to develop individualized client proposals,
formulate tailored partnership offerings for each major
prospect, and develop comprehensive financial models
to support each proposal’s business case.
1) position our client as an experienced provider in
the desired market through a variety of marketing
tactics, including thought leadership and industry event
participation
Our engagement resulted in successful partnership discussions with a number of
Fortune 500 companies, with an average proposal value around $2.5MM. We achieved
this through a combination of business development and marketing tactics outlined
below. What makes this result truly remarkable is the fact that our marketing budget
was less than $8,000.
Market Research & Analysis
Target market analysis
Competitive services analysis
Decision-maker & key stakeholder
purchase behavior analysis
Competitive offering analysis &
review
Marketing Tactics
Value proposition development
Industry event participation
Thought leadership positioning
Industry presentation design
Collateral development
Business Development Tactics
Customer and decision maker
engagement
Pitch development and testing
Cold-call, email and digital media
campaigns
Prospect engagement and outreach
Proposal development
Consultative solution-based selling
strategy
Key Fortune 500 Engagements
Altria
AT&T
Boston Scientific
Broadridge Financial
CA Technologies
Edward Jones
Ford Motor Company
Iron Mountain
Lockheed Martin
Manulife Financial / John Hancock
Merck
Novartis
Thomson Reuters
TIAA-CREF
Waste Management
Wells Fargo
2) engage prospects and initiate partnership discussions
with C-level staff at Fortune 500 companies
www.ormondgroup.com | @ormondgroup | 416-371-8696 (Canada) | 323-515-2539 (US)
www.ormondgroup.com | @ormondgroup | 416-371-8696 (Canada) | 323-515-2539 (US)
THE ORMOND GROUP
100 King St. West, Suite 5700
Toronto, ON M5X 1C7
+1.416.371.8696 (Canada)
+1.323.515.2539 (United States)
connect@ormondgroup.com
www.ormondgroup.com
@ormondgroup