Objective:

Launch a New Data & AI Enterprise Offer in Switzerland

Overview:

Crayon is an IT consultancy and one of the world's top 10 largest Microsoft Partners. The company is headquartered in Norway and has over 3,700 employees in 46 countries. They wanted to launch a new offer around digital transformation, big data and AI. The idea was to start in Switzerland and then go global. 

The Problem:

Crayon’s data and AI offer wasn’t one solution but a set of differentiated technologies. They needed a discovery process to identify the use cases that made the most impact. Moreover, they didn’t know how to sell this offer because junior salespeople weren’t able to run the discovery process. 

Our Solution:

Build a Sales and Marketing Process 

1. Having worked with several data technology companies looking for the easiest ICP to begin sales, we built them a sales and marketing process along with checklists for the junior salespeople, scripts, and a straightforward buyer journey. 

2. We then trained the team on the buyer journey.  

Draft a Go To Market plan with Top - Mid - Bottom Funnel Conversion strategies

1. Next, we wrote a go-to-market strategy for them. This focused primarily on the top of the funnel, leveraging thought leadership, partner marketing and events. We positioned them as a thought leader in enterprise AI deployment in the Pharma, Banking, Energy and Construction sectors. Our strategy packaged their discovery phase into a free ‘AI Audit’, which we then marketed to both the bottom and top of funnel.  

2. Our bottom-of-funnel strategy mainly focused on the AI audit since we found that generic AI bottom-of-funnel campaigns can generate too many ‘tech tourists’, leads who are interested in AI but have no budget. The AI Audit allowed us to quickly separate the tourists from the buyers because we asked detailed questions about the buyers early on. 

Biweekly Sprints to test and learn

1. We used two-week sprints to test messaging in the paid campaigns around the AI Audit. 

2. Over four sprints, we built, delivered, trained the team and tested the go-to-market strategy.  

Built & Deployed Minimum Viable Tech Stack for scalability 

1. We codified the sales process in the company Confluence and built the process into Microsoft Dynamics, which they used as a CRM. 

2. We delivered a weekly reporting dashboard that allowed them to track results.

   Train and hand off when a repeatable process is reached.

   1. After three months, we handed it off to an internal team.

Results: 

1. Delivered a completely new offer to the market in 90 days in a multi-thousand-person company. 

2. Built lead generation from 0 per month to 30+ per month SQLs (70+ MQLs) in the target markets

3. Crayon now offers their Data and AI Solutions globally, following the sales and marketing process.