Italian CNC machine builder: a repositioning that sells machines
5 machines sold to a new buyer type in 3 months, against a target of 3 in 6
- Period
- 3 months
- 01 Design
- 02 Prove
- 03 Scale
- 04 Transfer
Client
Italian CNC machine builder.
Starting point
The company sold its machines to one clear type of customer, through one channel: its own direct sales, into the customer base it already had. There was no machine bundle matched to a specific buyer, so there was little to bring a new kind of customer in. Machines sold to the new type of buyer: none.
Target
Three machines sold to the new ideal customer profile within six months.
What I did
I developed the go-to-market strategy and the positioning, and took them into the market with the client. I worked directly with the distribution and resale partner, ran joint marketing campaigns with that partner, developed the experience centre, and worked with the external design team to carry the new messaging through all customer-facing material, including the new website.
Scope: GTM strategy, positioning, partner channel, joint campaigns, experience centre and customer-facing messaging.
Result
Five machines in the three months after the repositioning, against a target of three in six.
What the client owns now
The go-to-market strategy, the positioning, the experience centre and the messaging across all customer-facing material, run by the client's own team together with its distribution partner.