Challenge: CA wanted to evolve the Customer Reference Program and provide a better value proposition to their customers and improve the Reference Program investment. CA, like typical IT solution providers, has to balance the increasing demand for more references in the midst of reference overuse and a dwindling pool of reference candidates.
Industry standard program issues which were addressed:
Sales cycles too long, increasing the cost of sales
80% of prospects require reference from client base
Risk perception is high without high-quality references
Solution: CPG developed a Phased Approach to evolving the Mid Atlantic Customer Reference Program. CPG provided the following services.
Primary and secondary market research
Customer Reference Program strategy
CPG presented formal Customer Reference Program recommendations to CA’s Mid Atlantic Area Marketing team and executives. The recommendations included: