| DataWorks |  |
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| Rural Connections | |
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Client's Situation
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A small West Coast educational consulting company began developing a national reputation on the strength of its innovative curriculum assessment programs and the powerful standards-based teaching results it was helping schools create for their students. While Dataworks was growing exponentially and receiving interest from school districts and state Departments of Education across the country, they had little brand presence in the marketplace, low lead conversion rates and limited sales because a personal presentation by one of their highly trained educational consultants was required for the most basic introduction of core products and services to prospects. |
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Hensley Supported Solution
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1. First, we developed and defined a Dataworks product/service definition process that was acceptable to all key stakeholders. 2. Then, we created a basic Dataworks value proposition along with the corporate marketing positions and nomenclature needed for use in local district and statewide administrative sales situations. 3. Finally, we guided the appropriate Dataworks product specialists through a product/service definition process that informed our creation of functional value propositions, product identities, sales approaches, collateral materials, and promotional sales offerings for their Dataworks line of products and services. Results 1. Shortened sales cycle times at district and state levels 2. Generated better qualified leads with personal contact occurring much later in the sales process 3. Created national image commensurate with the success of their products and services 4. Launched proprietary branding of assessment processes, educational services and evaluation tools. |