Business Growth

Scaling a business from £0-£2m+ in less that 4 years

Background

DemandGen, a rapidly growing German marketing automation consultancy, wanted to service an expanding base of US tech clients with pan-EMEA marketing support. Despite offering a premium service, the company was losing opportunities to less capable UK based businesses.
Strategy

John Sweeney was brought in to develop a positioning and acquisition strategy to expanding existing clients and finding new UK based clients. The role expanded to building a UK team. His approach included:

1.  New logo acquisition:

  • Identified new clients and secured meetings with EMEA marketing leads

  • Serviced existing UK clients and upsold additional services and programmes

  • Wins included  Google, NetApp, Getty Images, Cisco, Iron Mountain AON

  • Competed and won multiple EMEA and global competitive tenders from global tech companies

2.       Workshops:

  • Delivered European wide client on-boarding workshop co-designing demand-generation campaigns, lead scoring and automation programmes

  • Online tutorials and support resources to assist marketers with implementation and programme

3.       Team building:

  • Recruited, trained and led a team of 9 talented UK sales, consulting and delivery staff

  • Support and project manage German/Austrian colleagues on UK programmed and projects

4.       Full company Management

  • During period of rapid growth managed Finance, HR, Facilities

  • Reported to parent company (quarterly board meetings)

 Results

  • DemandGen grew 100%+ for three consecutive years

  • Company revenue exceeded £4m+ and 30 staff employed when company sold to Oracle platinum partner

  • Strengthened customer loyalty, leading to higher annual spend and referrals.

Conclusion

 John’s new business sales capability transformed DemandGen’s business leading to rapid growth and increase in company value. As the company scaled he retain customers, recruited and retained high-calibre staff while building robust management systems to cope with additional demand. 

Adam T

VP Customer Success Americas, SAS

It was a pleasure to work with John. He is a good leader with a strong strategic marketing background. He is very knowledgeable about Marketing and Automation and CRM. He has been involved in many global projects for blue chip companies. Likeable, dedicated and always has a clear vision he can communicate effectively to clients.