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Global insurer and reinsurer: product-led GTM  and rollout strategy

New product Go to Market strategy and optimised 'product marketing' operations

The challenge

We were engaged to provide more structured, systematic 'product marketing' and commercial operations and support newly formed product and marketing teams take new P&C product to market.

What we delivered

  • Analysed current P&C market dynamics, market opportunities and competitor positioning.

  • Profiled customers experiences, distribution and communication channels and touchpoints for key customers 

  • Completed a capability assessment of 'go to market' and 'market management' processes and operations, analysed current P&C customer base, completed 'creative leadership' psychometric testing leadership and commercial teams and ran diagnostics to review working practice, key commercial processes and operating behaviours with respect to customer interactions.

  • Developed a new vision around customer intimacy, primary customers and new 'customer intimacy' operating model to transition from 'inside-out' to 'outside-in' customer operations.

  • Created a capability and capacity building road-map for continued development of commercial operations.

  • Built leadership endorsement and ownership of new P&C product 'go to market' and channel management strategies.

Key take-aways

  • Structured, systematic approaches to transition strategic thinking and operations for P&C, making them far more focused on what customers really need and want.

  • Introduction of methodologies, diagnostics, psychometrics and analysis that can build commercial capability and capacity.

  • Streamlined 'go to market' and channel management operations.

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