One GTM recently developed and executed an integrated go-to-market strategy, Banking 20|20m to strengthen client Cable&Wireless Worldwide’s positioning within the UK banking sector, raise awareness of their credentials and insights within the sector and deliver new engagement opportunities to their sales teams.
We worked with Cable&Wireless stakeholders to product a comprehensive analysis of the forces driving change within the UK banking industry and the challenges facing their banking clients. Based on this, and a review of their capabilities and assets, we defined a series of propositions and a ‘point of view’ for Cable&Wireless Worldwide within the sector.
The campaign included a thought leadership programme utilising the obtained market insight, along with primary research commissioned from YouGov into the Banking Customer Journey.
The go-to-market programme consisted of three elements. A clear sighted vision of what the future of banking operations will look like, a series of publications and reports on factors driving industry change and a set of propositions that enable their banking and financial services clients to realise a stronger future.
The campaign was praised throughout the organisation for enabling Cable&Wireless Worldwide to reach a broader range of stakeholders within its target market and drive pipeline. The campaign exceeded expectations across all defined metrics including customer advocacy ratings, website visitors, new sales engagement and pipeline value.
