Sales as a Service: Valuation and Risk for OTC Derivatives
The client was a specialist quantitative consultancy with a high end capability for pricing Derivatives and Structured Products wanted to move into the product/service in the Asset Management market. The service was delivered with a highly knowledgeable team from Bulgaria, but they had no sales and marketing support in the UK.
Country / Region:
UK
Client Product
OTC Derivatives Valuation & Risk Service
G2M Service:
Sales as a Service
Category:
Asset Management and Hedge Funds
Requirement
The client needed help to define the proposition (including messaging/materials) and go-to-market (TAM and ICP definition, buyer persona definition) as well as execution (acquire new customers). Also to provide ongoing commercial engagement management for on-boarded new clients.
Approach
G2M Sales and Demand Generation specialists worked together with the customer product owner initially to define the scope of the proposition IVRA (Independent Valuation Risk Analytics) Service for OTC Derivatives and then to produce the go-to-market materials. It was agreed that there was a gap in the market for Independent “Price Checks” on derivatives in the Asset Management space, where firms were perhaps reliant upon counterparty market to market prices and or the in house expertise / tooling was not in place to challenge the pricing.
The scope of the project for G2M was defined as a full service “lead to close” service. Work was done to identify the target firms and contacts in the total addressable market (TAM) and Ideal Client Profile (ICP), define the competitors and how we would position the service against them as well as the key differentiators and USP’s for the service. The next phase of execution involved G2M contact research, calling campaigns, meeting execution and sales engagement through to contract negotiation and closed business.
Results
The blended team of Sales and Demand Generation specialists from G2M were able to generate a number of meetings and initial pipeline, which enabled market testing and refinement. After 4-5 months a charter client was achieved and in total 5 new customers acquired in 12 month period. Including Premier Asset Management, Margetts Fund Management, Marlborough Fund Managers, Smith & Williamson Fund Administration Limited and LDFM
