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© 2020 adaptomy limited, All rights reserved         adaptomy is a limited company registered in England and Wales, registration number: 10199370

Creating new commercial opportunity through unified operations

How global Tech is re-defining strategy, sales, marketing and services to deliver more customer and commercial value.

CASE STUDY

Challenge

In the fast moving world of global technology orthodox management of 'front'end' functions was not enough to drive cost efficiencies and growth expectations, a better solution was needed. To maintain their premier market position new differential advantage was required, a substantial part of that advantage lay in unification of 'front-end' disciplines, an alternative to silo'd functions that could drive seamless customer experience and accelerate differentiation.

Adaptomy provided a set of integrated tools and approaches, including UCE DNA, a modularised road map for building Unified Commercial Engines (UCE). This provided a framework for systematic change and accelerated transformation in 'front-end' operations and a clear path toward improved operations and seamless customer experience. 

Our DNA framework was clearly aligned to 5 strategic imperatives and a critical path was established to support and execute agreed strategies. Within the critical path several mission critical disciplines were explored in 'operational detail' to identify potential sources of differential advantage. These included future customer journey and market opportunities, quantification of value propositions, customer experience, channel management, sales enablement and account management. 

Would you like to learn more about adaptomy's Unified Commercial Engine DNA, (UCE DNA)?

 

A systematic way to change and transform 'font-end' operations.

"...we started working with adaptomy around 6 months ago...they have new ways of  looking at front-end, customer facing operations which is really innovative and ground-breaking."

Managing director, Europe

A Phase Zero exploratory planning and capability development programme helped create the case for change and deployment of Unified Commercial Engines and a different operational model for strategy, sales, marketing and channel support. This included 'in-session' discipline maturity diagnostics, detailed examination of buyer Decision Making Unit (DMU) composition, buying behaviours and user type profiling, connectivity between journeys, market opportunity and customer experience and development of quantified value propositions and account management plans. How to rationalise operations and develop an organisational model to support the critical path was also part of this programme.

 

Learning and outcomes

Accelerated decision making

Without a structured road map or reference model development of any unified 'front-end' operations would have taken considerably longer. Adaptomy's UCE DNA model, customer journey and experience templates, diagnostics and Market Leadership Modelling tools helped leadership teams to focus on critical path disciplines.

Systematic appraisal of key disciplines clearly illustrated operational strengths and weaknesses, capability gaps and imbalances between strategic and tactical resource allocation. It highlighted 'near term' actions necessary to accelerate market penetration and growth in international markets and challenges is channel and distribution management that could be overcome through shared learning and insight.

Adaptive platform for rapid change and transformation

Adaptomy's UCE DNA is not a 'cookie cutter', it is a modularised and configurable framework with many configurations and is being used to under-pin and inform strategic and tactical planning, capability development and perfomance improvement. The extended tool-set has proved particularly useful in focusing on customer experience and Decision Making Units (DMU), buying behaviours and preferences.

We continue to deploy adaptomy tools and approaches to help our client identify and win new market opportunities, optimise channel management, pricing and execution standards as well as consolidate and optimise operations.

"...it's not just about integrating sales and marketing teams. It's a coordinated approach to building commercially focused growth engines, that unify strategy, sales, marketing and customer services - alignment, execution and accelerated growth across the business..."

 

Future customer focus

Emphasis throughout the programme was placed on 'future customer' needs and behaviours, their decision making and buying preferences. That's not to say current customers were not important, far from it.  

 

Adaptomy's Future Customer Model, (FCM) helped our client to understand the strategic and tactical business implications as customers evolve and what any new cohort of customers might look like. 

 

This is a useful extension to customer journey mapping and customer experience modelling highlighting the changing needs and behaviours of customers over time and the relative economic and emotional value current and future customers attach to current and future products and services.

 

Meet the team

Geraint Holliman
William Wright

We use systematic, structured and modularised approaches to engage and deliver evidence-based solutions to significant business challenges. But it's our compact, focused teams that bring the extensive practical experience and know-how to make things happen. Our aim is to transfer knowledge and capability by working closely with your teams, actively collaborating and coaching rather than consulting to release trapped value and new capabilities.

 

More about our capabilities