Case Study - Data & Ethernet Service Provider Mid-Market Channel Strategy

Client Situation

Our client, a data and Ethernet services provider for customers on Australia’s Eastern seaboard, had market share aspirations of around 30% in the mid market (200-1000 employees) but did not have a channel / distribution model to support this target.

Pacific Strategy Partners helped to develop a distribution / channel model, organisation structure and implementation plan to meet its share goals in the mid market.

Approach

• The Mid Market Channel Strategy was a major strategic initiative for the client and its parent company
• Pacific Strategy Partners delivered a recommendation for the most suitable channel option and implementation plans to assist the client to achieve their mid market share goals in the required timeframes
• The key steps in the solution development were:
  
  • Develop a baseline for the client’s share of the mid market
  • Analyse mid market customer behaviours and buying patterns
  • Define and workshop channel model options and selection criteria to determine preferred model
  • Develop implementation plan (including implications, risks, costs) for preferred model

Impact

• The team developed a comprehensive economic analysis to support the mid market channel strategy decision. The economic analysis included:
  • Size and share of mid market (based on market value and number of customers)
  • Sales volumes and revenue by line of business and individual product lines
  • Sales team size and structure required to achieve market share goals
• The project provided a level of analysis that was not available to the client prior to the engagement of Pacific Strategy Partners.  This has helped the client to gain a better understanding of the mid market to inform better decision making

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