Crafting a Go-to-Market Strategy for a Provider of Procurement Services

Executive Summary

An Italy-based provider of outsourced procurement services engaged Everest Group to assist with development of a comprehensive, differentiating go-to-market strategy. Through extensive research and analysis of the provider’s strengths, the needs of European and global buyers, and the competitive landscape, Everest Group crafted a value proposition and market entry strategy for the provider. Further, working closely in the initial stages of meetings with potential buyers, Everest Group helped the provider acquire the new clients it sought.

The Client’s Challenge

This relatively new, medium-sized procurement outsourcing service provider needed to define how it should position itself relative to competitors, and determine how to best approach potential clients.. The provider also sought insight into global and European procurement outsourcing market trends, adoption rates, and typical service provisions. It also needed access to research data to leverage in meetings with potential clients.

Insight to Action

Everest Group began by carefully assessing the provider’s strengths and weaknesses, current organizational capabilities, procurement categories and volumes, existing client portfolio, and future prospects. .

Everest Group then generated profiles of similar providers, and produced comprehensive organizational profiles of the client’s top ten competitors. It also analyzed the procurement outsourcing landscape, highlighting industry trends and the top cited reasons for becoming a buyer of procurement outsourcing services.

Leveraging all this data and insights, Everest Group worked with the company to develop a solid value proposition based on its strengths and competitive positioning, along with a go-to-market strategy and criteria to use in prioritizing potential buyers.

The value proposition, closely tied to the provider’s strengths, identified niches in the competitive environment. And Everest Group Institute’s custom research helped the provider better understand the market landscape and procurement outsourcing consumption patterns in Europe and globally, the specific needs of local and global procurement outsourcing buyers. Further, the research, coupled with the insight it gained on the provider’s competitive differentiators and strengths, enabled Everest Group to recommend a solid set of potential buyers.

Impact

The global and market insight provided by the Everest Group and the Everest Research Institute teams, and the new, fact-based differentiating go-to-market strategy, helped the provider obtain meetings with potential buyers. The Everest Group team also supported the client during the initial meetings with prospects. As a result of all of these efforts, the provider closed several new deals.