Strategy
A go-to-market strategy that repositioned an enterprise technology client around the confidence its buyers were seeking – delivering 25+ enterprise deals and a 63:1 ROI.
When SAP announced the end of mainstream support for ECC by 2027, it created one of the largest enterprise technology transformation opportunities in recent years. Expleo had a distinctive offer: independent Programme Assurance, providing governance, quality oversight and risk management alongside the System Integrators responsible for delivery. The opportunity was to build commercial visibility and reach the decision-makers who would most value what Expleo offered.
Magnus Consulting was engaged to develop a structured go-to-market framework. The work involved market and competitor analysis, ideal customer profile definition, and full decision-making unit mapping. Discovery revealed real anxiety among buyers about activating major transformation programmes, which became the foundation of Expleo’s repositioned Programme Assurance proposition. The process also identified a significant new audience for Expleo: Programme Directors, the people who own delivery risk day-to-day and are most receptive to an independent assurance message.
Discovery opened a broader, more productive view of the target audience, with compelling evidence for expanding well beyond the CIO. The resulting value proposition, message architecture and global campaign strategy were designed for regional activation using a scalable set of campaign assets. The creative theme, ‘Transform with Confidence’, was a deliberate counterpoint to the complexity most competitors were amplifying.
The programme became the best-performing demand generation initiative in Expleo’s history and ran into a second year on commercial merit, delivering 25+ enterprise deals and a 63:1 return on investment. It opened new footholds in sectors like Life Sciences where Expleo was actively building its presence. The Global Marketing Manager who owned the programme was promoted to Global Director and appointed to the board of Expleo’s Irish subsidiary, and a new brand function was established on the back of results.
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