The IT Marketing Agency case study
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Case Study – The IT Marketing Agency July 2014 Sector: Marketing services No of employees: 7 Turnover: £250,000 (2013) Location: Bedford Growth Manager: Tony Cox Service used: Business Development Coaching Snapshot – impact of GrowthAccelerator • A growth strategy to take turnover to £1m by 2016 which has already seen the securing of two new significant strategic clients and a doubling of turnover • Recruitment of six new employees covering sales, account management, digital marketing and project management • The launch of a unique offer for managed service providers (MSPs) which will provide a new, regular revenue stream. About A specialist agency providing marketing services exclusively to the technology sector, The IT Marketing Agency was set up in April 2013 by Gemma Telford. Building on the team’s experience of the unique complexities of the IT channel landscape and the idiosyncrasies and interdependence of vendors, distributors, MSPs and resellers, it provides a comprehensive and flexible range of services, from channel strategy and outsourced marketing execution to lead generation, content and social marketing for clients including Techdata, GFI, Ingram Micro, Allthings and Avnet Embedded. The business challenge Following a great first six months mainly spent working with one major client, Gemma was aware that while she was getting busier and busier she wasn’t sure how to translate this activity into a sustainable, growing business. At a local business breakfast meeting she heard a presentation on focus in business – and had a lightbulb moment. She realised she needed to be brave and hire her first employee - which she did within days – and make sure she found the space and support to make the right next moves. How GrowthAccelerator has helped That presentation had been given by Growth Coach Stuart Warwick, who started working with Gemma a few weeks later, ‘to help her direct her energy and passion and grow into a business owner and not just an IT marketing specialist’. Together with new recruit Joss, they developed a three year strategy and an action plan to lay foundations for the business that would both bring about and bring structure to its planned fast growth. Every aspect of the business has been geared up for growth. New software is enabling the confident development of marketing programmes. Regular forecasting of revenue, cash flow and costs is guiding better decision making. Prioritising marketing, particularly within existing networks, has paid dividends with two big contracts coming from US and UK contacts. And regular meetings facilitated by Stuart are engaging the growing team with the company’s objectives and priorities and making sure ‘nothing stays in the dark’. The process has given Gemma the confidence to bring forward the launch of her novel MSP Marketing Academy concept, recognise the right moments to recruit and move into new offices four times bigger than their current space. ‘I knew Stuart would be right for me. I’m an enthusiastic, energetic person while he is calm and rational so he provided a great balance. Initially he helped me and Joss crystallise what we are trying to achieve with the business. We still use the Orbit tool and plan with the whole team as a guide to what we need to be focusing on. Stuart continues to help guide our discussions, making sure we don’t trip up. We come out of these meetings saying ‘wow, that’s exactly what we needed to talk about’. It’s like having an angel investor in the business, an expert who can get to know you and guide you - but you don’t have to give away any of your business!’
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Transcript of The IT Marketing Agency case study
Case Study – The IT Marketing AgencyJuly 2014
Sector: Marketing services No of employees: 7 Turnover: £250,000 (2013)Location: Bedford Growth Manager: Tony CoxService used: Business Development Coaching
Snapshot – impact of GrowthAccelerator
• A growth strategy to take turnover to £1m by 2016 which has already seen the securing of two new significant strategic clients and a doubling of turnover
• Recruitment of six new employees covering sales, account management, digital marketing and project management
• The launch of a unique offer for managed service providers (MSPs) which will provide a new, regular revenue stream.
About
A specialist agency providing marketing services exclusively to the technology sector, The IT Marketing Agency was set up in April 2013 by Gemma Telford. Building on the team’s experience of the unique complexities of the IT channel landscape and the idiosyncrasies and interdependence of vendors, distributors, MSPs and resellers, it provides a comprehensive and flexible range of services, from channel strategy and outsourced marketing execution to lead generation, content and social marketing for clients including Techdata, GFI, Ingram Micro, Allthings and Avnet Embedded.
The business challenge
Following a great first six months mainly spent working with one major client, Gemma was aware that while she was getting busier and busier she wasn’t sure how to translate this activity into a sustainable, growing business. At a local business breakfast meeting she heard a presentation on focus in business – and had a lightbulb moment. She realised she needed to be brave and hire her first employee - which she did within days – and make sure she found the space and support to make the right next moves.
How GrowthAccelerator has helped
That presentation had been given by Growth Coach Stuart Warwick, who started working with Gemma a few weeks later, ‘to help her direct her energy and passion and grow into a business owner and not just an IT marketing specialist’. Together with new recruit Joss, they developed a three year strategy and an action plan to lay foundations for the business that would both bring about and bring structure to its planned fast growth.
Every aspect of the business has been geared up for growth. New software is enabling the confident development of marketing programmes. Regular forecasting of revenue, cash flow and costs is guiding better decision making. Prioritising marketing, particularly within existing networks, has paid dividends with two big contracts coming from US and UK contacts. And regular meetings facilitated by Stuart are engaging the growing team with the company’s objectives and priorities and making sure ‘nothing stays in the dark’. The process has given Gemma the confidence to bring forward the launch of her novel MSP Marketing Academy concept, recognise the right moments to recruit and move into new offices four times bigger than their current space.
‘I knew Stuart would be right for me. I’m an enthusiastic, energetic person while he is calm and rational so he provided a great balance. Initially he helped me and Joss crystallise what we are trying to achieve with the business. We still use the Orbit tool and plan with the whole team as a guide to what we need to be focusing on. Stuart continues to help guide our discussions, making sure we don’t trip up. We come out of these meetings saying ‘wow, that’s exactly what we needed to talk about’. It’s like having an angel investor in the business, an expert who can get to know you and guide you - but you don’t have to give away any of your business!’
