Growing through marginal gains
Following an unprecedented surge in IT transformation during the Covid pandemic, device sales were set to plummet. Combined with the economic crisis, businesses were reluctant to spend. It was a challenging time for the industry, and Westcoast needed a plan in place to help capture any and every opportunity.
A connected strategy for steady growth
Despite the turbulence ahead, Westcoast remained ambitious, setting a new growth target of 3% gross profit across its wholesale division. Westcoast decided to partner with Revere to lead a ‘Marginal Gains’ strategy across all its device marketing.
Human intelligence for personalised partner experiences
Marginal Gains ensured all partner marketing development funds (MDF) were maximised to support business goals as part of one connected strategy. Central to this was the Device Solutions Programme, using account-based marketing to deliver Marginal Gains through an identified list of partners with the potential to grow. Following in-depth audience research and working closely with the Westcoast sales team, a core list of 20 partners were identified.
Through the creation of an exclusive ‘Device Solutions Club’ we launched a 1:Few ABM campaign, providing personalised experiences for each identified partner. Customer-centric and personalised messaging was at the core of every communication – from direct mail and nurture emails to business sales reports.
And to ensure no opportunities were missed, a further 1:Many breadth campaign was created, continuing awareness and education in market on 'Why Westcoast' in a saturated market.
Celebrating marginal gains
The Marginal Gains campaign successfully delivered an exclusive experience for each partner, making them feel valued and part of something. The outcome? Device Solution Club partners sold more service add-ons than other resellers and revenue grew to exceed Westcoast’s initial target.
Key results:
3.5 x ROI achieved in services revenue
Device Solution Club partner reached £3.2m in device revenue (per reseller)
3.3% gross profit delivered