Case Studies

Increasing Sales

Increase Sales and Strengthen Strategic Alliances

Develop Marketing and Sales Strategy

Market Strategy, Positioning and Increase Sales

Providing Increased Customer Value

Increase Telesales

Increase Awareness/Sales

Selling Value

Marketing Strategy

Corporate University


Providing Increased Customer Value

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
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
  • Competitive analysis

CPG presented formal Customer Reference Program recommendations to CA’s Mid Atlantic Area Marketing team and executives.  The recommendations included:

  • Strategy and tactics
  • Program success measurements
  • Program Value Propositions
  • Incentives
  • Sponsorship
  • Implementation and communication Plan

CA is realizing the following results:

  • Deliver what customers want
  • Better return on marketing’s investment
  • Shorten the sales cycle
  • Alignment and partnership with sales
  • Competitive advantage
  • Better customer relationships
  • Better communications with sales and customers


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