Go-to-market positioning boosts Cable&Wireless Worldwide's sales

We helped strengthen Cable&Wireless Worldwide's positioning within core vertical sectors, boosting customer advocacy ratings and sales activity levels, and generating sales pipeline opportunities worth several million pounds.


The client

Cable&Wireless Worldwide delivers advanced IT and communications services to enterprise and public sector clients in the UK and globally.

Their requirement

Cable&Wireless Worldwide wanted to strengthen its position within its target enterprise market by re-focusing its go-to-market approach around key vertical sectors. To underpin this strategy, they required a scalable framework for first defining vertical sector strategies, and then for building and executing integrated go-tomarket plans.

What we delivered

Our sister agency with whom we share our strategic and planning expertise – OneGTM –worked closely with the client to define an end-to-end process for vertical sector go-to-market activity. This process ensures that sector strategies are based on a sound understanding of the competitive and market environment, and – crucially – have buy-in across the business. They then worked with key stakeholders within the business to define the propositions and go-to-market plans for each of the target verticals, including Banking, Retail, Insurance and Utilities. Once the plans were approved, OneGTM managed their implementation and delivered key elements. This included creating campaign themes, building go-to-market toolkits, producing thought-leadership content and enabling the sales teams.

The impact

Within six months of the launch of the plan, Cable&Wireless Worldwide saw significant improvements in all the KPIs that they were tracking. These included customer advocacy ratings, sales activity levels, sales pipeline opportunities worth several million pounds, and the re-signing of several multi-million pound contracts. The success of the programme saw OneGTM engaged to support a far broader range of go-to-market activities in the UK and globally. The Banking go-to-market campaign (Banking 20|20) won ‘Best use of content marketing’ at the B2B Marketing Awards 2012.

Their understanding of what it actually takes to deliver a fully integrated go-to-market plan, and their ability to engage with all of the key stakeholders in our business to drive things forward, sets them apart from other agencies.
Sam Hoyland, Head of Marketing, Cable&Wireless Worldwide