TTMC gathers Cisco market intelligence to feed future strategy for Tech Data Advanced Solutions
Tech Data connects the world with the power of technology. We aim to be the vital link in the technology ecosystem by continuously satisfying the world’s ever-evolving demand for technology. We provide channel partners with reach, efficiency and expertise, and become essential in their ability to meet the evolving needs of the technology market through delivery of our exceptional service, insight and world-class execution.
Our end-to-end portfolio of products, services and solutions, highly specialised skills, and expertise in next-generation technologies enable channel partners to bring to market the products and solutions the world needs to connect, grow and advance.
Campaign objective and project background
Tech Data Advanced Solutions needed an agency who could deliver strategic insights to help them understand what their partners felt and what support they required in driving the Cisco Small Business portfolio into small-medium end-customers. A more personal channel was required to reach and engage with the audience to enable them to delve deeper and fully understand customer needs.
The objective was to gather feedback from UK resellers selling Cisco solutions about their business strategy and support requirements. The goal was to target IT resellers not currently selling Cisco Webex, Cisco Meraki or Cisco Duo, gather insights and encourage them to adopt these Cisco Small Business products and sell them to their end-customers.
A referral led Tech Data Advanced Solutions to The Telemarketing Company (TTMC), a voice-specialist with extensive technology sector experience, and the agency was engaged to support the initiative.
The campaign targeted a specific set of UK resellers mainly in the finance, retail, services and consulting sectors.
A set of questions were formulated to gain better insights into the resellers’ business strategy, challenges they were facing in the market and support they required to promote Cisco’s Small Business portfolio.
The goal was to complete calling within a four week period and in light of the pandemic a briefing took place remotely, once a caller had been identified and assigned. It was important that feedback was gathered in a structured way, so profiling questions were set up in TTMC’s proprietary calling platform to manage the flow and ensure intelligence could be exported in a standard format to allow further analysis.
Multiple contacts existed within the data so TTMC needed to identify and qualify individuals to work their way to the most relevant decision-maker within each organisation. The team liaised closely with the client to clarify any issues or escalate urgent call back requests.
After four weeks of calling, TTMC had achieved a high success rate, reaching and capturing valuable insight from 60% of businesses in the original data. As hoped, real conversations direct with individuals over the phone provided a much richer, more in-depth understanding of reseller needs and challenges than was possible through digital channels alone.
The client is now reviewing results to understand how their strategy can be refined and improved.