Problem

A major car manufacturer had a problem with getting a bigger share of the fleet market.

Solution
To understand the motivations and decision making process in compiling a ‘Fleet list’. What form the decision process takes, who is involved, what the priorities are, and the decision making flow.

Result
Invite 30 major fleet buyers to a facilitated meeting. Compile a list of the key departments who input into a typical ‘car fleet’ policy for a business. Create a ranked list of the decision criteria by each contributing department.

What it meant
The car manufacturer now has a priority list of what information to use in its marketing communication strategies and who to target with different information. Major ‘Fleet’ users felt consulted and listened to and the car manufacturer had the start of a highly influential ‘focus group’ through which to test assumptions and future campaigns

Problem

A multi national brand owner working in Europe needed an account planning format which would be consistent across all its operating countries regardless of the sophistication of its local staff or the marketplace.

Solution
To run a facilitated meeting to determin exactly what information was critical for business control and marketplace comparrison. Then to facilitate the development of an account planning format which could be adapted to different sophistication levels of account and market place.

Result
A standard format for account planning could be used to record information and future account plans in an acceptable format for local operation and cross boarder comparrisons.

What it meant
The Account managers and senior teams are happy in the procedures and formats as well as the International Management teams being able to compare the different countries plans and successes.