The Challenge
Following the divestiture of the Bell Labs and their purchase by SAIC, Bellcore
Learning Services was embarking on both a name change and a launch into SAIC's
primary market, the federal government.
Rising to the challenges of selling to an unfamiliar niche market, senior executives at Bellcore engaged Federal Marketing Associates, Inc. (FMA) to create and implement their strategic government marketing plan.
The Solution
FMA began the assignment by informally interviewing training and human resources
specialists in government agencies to assess purchase preferences and practices.
Although interviewees claimed to be gatekeepers for all of their organization's training needs, this statistically small group demonstrated low purchasing history and low known requirements for telecom training.
FMA presented Bellcore with a marketing strategy that would prove or disprove hypotheses developed from the initial interview process.
Telemarketing would generate leads and accurately collect information needed to profile the technology training prospect/buyer.
The Results
The ensuing telemarketing proved that a marketing campaign targeting training
titles would not produce the desired results.
Sales of sophisticated technology training, their requests for catalogs, and known requirements for telecommunications training were low in the initial group.
At this point, FMA substituted a list of "Transition Managers" who would assist their agencies with transitioning to the new FTS2001 telecommunications contract.
Valuable profile information was obtained including the target's title, purchase preferences, and preferred information resources.
The result was unprecedented - 85 percent requested catalogs and more importantly, classes started filling!
As Bellcore prepared for the launch of their new name (Telcordia Technologies),
they now had a valuable understanding of their target customer and great enthusiasm
for their new government market.
| Telcordia Technologies, an SAIC company (previously d.b.a. Bellcore Learning Services) is one of the world's largest telecommunications engineering and consulting companies. Recognized as an industry leader for providing performance improvement solutions, Telcordia's broad portfolio features a high-quality line of training products and services. |
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success stories?
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The Challenge
Following the award of their first GSA
Schedule 70 contract, General Technology Incorporated (GTI) sought to
assess the revenue potential stemming from the contract and to determine the
marketing investment which would be required to attain that potential.
While the company had sufficient funds to plan a marketing campaign, it was constrained financially to make the investment that would be required to penetrate the high pitch of fourth quarter "busy season".
GTI's relationships with several "name brand" manufacturers appeared to be their principal asset as some of these vendors were known to offer cooperative marketing funds.
However, GTI's sales volumes merited only small co-op balances and they lacked experience in applying for or utilizing these funds.
GTI engaged Federal Marketing Associates to assist in the evaluation of their relationships and resources, and to develop an appropriate marketing plan for the launch of their new Schedule 70 contract.
The Solution
FMA utilized its network of alliances to gain access to many of the vendor
representatives' channel marketing programs.
Following arrival, FMA used its strong communications skills to build enthusiasm for the novice Schedule holder and create a willingness to invest in the relationship.
The Results
GTI's GSA Schedule 70 marketing program, created by FMA, was "off
and running" with a commitment for approximately $200,000 in market development
funds that ensured GTI of weekly advertisements in the two primary trade
publications during the critical end-of-fiscal buying season.
| Founded in 1985, General Technology Incorporated (GTI) provides a broad array of software and hardware products along with a host of other support services, including integration support. |
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into success stories?
Call FMA to discuss how! 703-777-7767
The Challenge
The General Services Administration - Federal Technology Service (GSA-FTS)
Network Services Office of Service Delivery was concerned about meeting its
$500 million revenue goal for FY2001; the organization had no methodology
in place to measure the business in its pipeline, how it was tracking against
goal, or to determine if current staffing levels could meet the demands of
elevated fiscal year-end buying.
Access to this information was complicated by the fact that orders were actually booked through the GSA's contractors (primarily WorldCom and Sprint for long-distance telecommunications).
GSA-FTS engaged Federal Marketing Associates, Inc. to develop and manage the implementation of a system that would address and solve these issues.
The Solution
FMA utilized its communications skills and existing relationships with FTS
personnel and their vendor partners to obtain required sales and lead information
to develop an "Opportunity Pipeline".
This pipeline serves as a data storage area and identifies the: customer, revenue potential, applicable federal budget, specific requirements, procurement status, win probability, and (most importantly) barriers to success.
Barriers are then categorized by type, and prioritized for action by the appropriate segment of the organization.
FMA also provided additional assistance by developing "Territory Definition Plans" for use by the account managers to further research and qualify new business opportunities.
The Results
The Opportunity Pipeline developed by FMA allowed GSA-FTS to identify $800
million in potential revenue generating business (some of these in out years).
By fiscal year-end, GSA-FTS had closed $535 million, exceeding their goal by more than $35 million!
Pleased with FMA and the project results, Acting Assistant Commissioner for Service Delivery Dennis Groh said, "The pipeline has led to FTS' ability to drive the work of the Executive Management Team to do its most important tasks."
| The General Services Administration - Federal Technology Service (GSA-FTS) provides federal agency customers worldwide with procurement, project, and financial management support for their IT solution and network services needs. A self-sustaining program, the organization receives no congressional appropriation; operating expenses are covered by contracting and administrative fees charged to its customer agencies for the use of GSA's contract vehicles. |
Interested in turning your challenges
into success stories?
Call FMA to discuss how! 703-777-7767
The Challenge
TSI Telsys was commercializing a million dollar gateway, or ground
station, which intercepts secure satellite communications and re-transmits
them across standard network protocols (a technology originally developed
by NASA Goddard
Space Flight Center).
This new product produced a $3.1 million deal on the table with NASA Marshall for three ground stations.
However, Telsys had no federal contract on which to close the sale and needed a reseller to book the deal.
Telsys engaged Federal Marketing Associates to assist them in identifying a contracting partner so the sale could be made.
The Solution
FMA utilized its existing network, contract vehicle knowledge, and negotiating
skills to identify a contracting partner for Telsys.
When an introduction was made to Government Technology Services, Inc. (GTSI) and the NASA Scientific Engineering Workstation Procurement Vehicle, Telsys made their best offer.
Although the Telsys offer would result in gross margin dollars well into six figures, the deal was placed in jeopardy because it failed to meet the reseller's goal for gross margin as a percent of revenue.
Familiar with vendor distribution agreements, FMA stepped in to negotiate a prepayment incentive for Telsys that was beneficial to both parties and enabled the completion of the transaction.
The Results
The final agreement valued at $3.1 million provided Telsys with the
cash needed to order component products and maintain their required profitability
level while GTSI maintained its margin goal.
| TSI Telsys, Inc. designs, manufactures and markets high performance data acquisition, communication and simulation systems for the aerospace industry and national space and defense agencies worldwide. |
Interested in turning your challenges
into success stories?
Call FMA to discuss how! 703-777-7767
