From Budget-Driven to Customer-Centric: Brunel’s Go-To-Market Strategy Evolution
Brunel Commercial Interiors, a leading Calgary-based firm specializing in architectural millwork and custom fixtures, recognized the need to enhance their go-to-market strategy. They partnered with Growth Catalyst to address challenges in aligning their sales focus and refining their customer acquisition approach.
Brunel faced several challenges in their go-to-market strategy:
- Unfocused Sales Efforts: Previous approach was primarily budget-driven, lacking a clear focus on their ideal customer profiles.
- Misaligned Strategy: Disconnect between sales and marketing teams, with no cohesive strategy guiding their efforts.
- Limited Accountability: Struggles with effective communication around their sales and marketing practices.
Growth Catalyst helped Brunel to achieve:
- Targeted Customer Focus: Redefining and prioritizing their ICPs, leading to a more strategic and targeted marketing approach.
- Improved Team Alignment: Enhanced accountability and structured discussions within the leadership team to align sales and marketing efforts.
- Optimized Sales Strategy: Moving away from a budget-driven approach to one centered on strategic customer engagement.
“We’re holding each other more accountable and having much better conversations about our sales strategy and ideal customer profiles (ICPs). Previously, we were just focused on hitting our budget and taking any business that came our way. Now, we’re shifting our focus to strategically target our main customers and align our efforts accordingly.” —Mike Lajoie, Director of Operations, Brunel Commercial Interiors
With the support of Growth Catalyst, Brunel Commercial Interiors successfully transformed their go-to-market strategy. By sharpening their focus on ideal customer profiles and improving team alignment, they moved from a reactive sales approach to a proactive and strategic marketing effort.
Is your go-to-market strategy falling short? Discover how Growth Catalyst can help you optimize your sales and marketing approach for better results. Contact us today to start your transformation journey.
