Growth. Delivered
The story of our part in the 18 month journey back to sustainable growth in the Northern Home Counties for
Morgan Sindall Construction
“Jeremy was an invaluable member of the senior team in rejuvenating our business unit - researching pipeline and key pursuits for business planning, developing our key account plans, leading capture management of our key pursuits and landing a new marketing strategy.
He has played a significant role in the growth of the Northern Home Counties business, working alongside the senior team in securing some long term relationships and developing our offering for programmes of work with valued clients.”
Area Director
How we helped rebuild the business
We deployed a range of Growth Ignition tools, processes and IP into creating a methodical structured approach to supporting growth in the Northern Home Counties area
Growth Strategy
We started by developing an understanding of which sectors and clients in the area had pipelines of work off into the future, over the next three to seven years. We created a single database of leads by taking data scrapes from Glenigan and Builders Conference, as well as undertaking desktop research on every public body available.
We cleaned the data and ran analytics on it to cut it by sector, client, geography and competition. We then overlaid where current relationships were and knowledge of client behaviours, in effect running an early bid / no-bid on every opportunity to aid prioritisation. .
This all informed a recommendation of six strategic zones / towns, where we should focus our efforts, and five tactical ones where we should maintain relationships.
Marketing - based on the strategy, we then worked to develop a tactical marketing plan and B2B strategy to drive aligned activity and spend to propel the pipeline, returning maximised ROI.
Account Planning
We then developed Account Plans for the top five prospects and top four current clients. We relationship mapped the clients with the senior team, breaking down all the key players within clients and their stakeholders, assigning leaders to work with Jeremy on each account and building out a plan of action to land and expand our influence.
Capture
As opportunities became clear, we created full capture plans for longer term pursuits (9 months+ from tender) and accelerated pursuit plans for those that were sooner. These gained sponsorship from the leadership team, driving aligned thinking and action in pursuit of the deals, ensuring we leveraged absolutely everything we could pre-bid to be as well positioned for the win as we could be.
Proactive Proposals
As a tool to gain senior influence with prospective clients with programmes of projects, we developed some proactive proposals to be used as entry point discussion topics for meetings with senior stakeholders. In many case we took the philosophy that ‘if we shoot for the stars, we might hit the moon’ - going in with big ideas to solve their business problems at a senior level and then working our way down, gaining sponsored introductions to key decision makers
Bidding
Although not in our scope of services for our work with the area, Jeremy was drawn in to working on some bids, supporting on a couple of national framework bids, and supporting the NHC Pre-Con team with bid strategy on pursuits that had transitioned from capture to live bids, including successfully on Glebe Meadows School with Milton Keynes Council.
Jeremy also provided access to specialist supply chain members in visualisations and an educationalist.
Marketing
Jeremy supported the business with specialist marketing services where required. He delivered contact data analytics to event preparation, edited PR pieces, and wrote award entries, including one currently shortlisted with the Herts Chamber of Commerce for Large Business of the Year.
the result
Our commission drew to a close in June 2020 having surpassed all our target metrics. We leave the business with a reinvigorated robust long term pipeline of work with appropriate clients. The business unit will grow by 50% in 2020 and another 50% again in 2021, an incredible position.