Case Studies

The Client

 

Halcyon Software is an established software company with more than 20 years experience in systems management. Halcyon develops monitoring and automation software for IBM midrange computers as well as Windows, Linux, Unix, AIX and Netware platforms. Large multinational companies, corporate data centres, as well as small to medium sized businesses use Halcyon Software products to proactively manage and automate their IT operations.

 

The Head Office is based in Peterborough, Cambridgeshire, and their software is used throughout the world with distributors in Europe, Australia and the USA. Customers include Digica, Capgemini, Avon Cosmetics, Honda, Raleigh, Burberry, Early Learning Centre, Arcadia and Budget Insurance, British Sugar, Volvo and Cummins Information Systems.

 

The Task

 

In 2002, Halcyon Software appointed Terry Forsey to review the way their business operated, in particular the need to develop and deliver an effective Sales and Marketing Strategy.

 

Halcyon recognised that their key strengths were in writing and developing sophisticated software and providing excellent technical customer support, but with a very limited Sales and Marketing function they acknowledged a significant requirement for expertise in this area.

 

"I think it is fair to say that it was with some degree of scepticism that I engaged Terry Forsey, having tried Consultants in the past to very little effect. However, I am happy to say that I have been proved entirely wrong!"  Lorraine Cousins, MD Halcyon Software, Peterborough.

 

The Solution

 

Terry undertook a review of the sales and marketing process from promotion and lead generation through to deal aiming specifically to improve the new business win rate, particularly in the UK.

 

1. A review of marketing materials

The first phase of the project involved a complete review of how Halcyon’s marketing materials were used. This identified a need to reduce the amount of literature that was sent to Halcyon’s customers in order to adopt a more targeted and effective approach to their marketing activities.

 

Following a successful review of Halcyon’s marketing materials Halcyon asked Terry to turn his attentions to their product offerings.

 

2. Reorganisation of the Halcyon product offering

It became clear to Terry that in order for Halcyon to differentiate themselves from their competitors and become more strategic in targeting specific markets Halcyon needed to reorganise their product offerings. 

 

This led to the concept of bundling software into a 'family' of product suites enabling Halcyon to tailor their solutions to have broader appeal to both potential and existing customers. These new product suites delivered significant benefits to customers enabling Halcyon to provide more targeted and relevant software for diverse IT operations across all vertical sectors of the marketplace. 

 

“In reorganizing our products into suites, Terry made an enormous difference in a very short time." Lorraine Cousins, MD Halcyon Software, Peterborough.

 

Terry created a marketing positioning statement for Halcyon as "Experts in Multi-Platform Systems Management". He also created a positioning statement for each of the four product suites moving from the entry level product through to the flagship of the range.

 

To support the new product suites Terry re-worked the Halcyon Sales Proposal framework and took responsibility for managing the recruitment of a sales team.

 

“Terry is a highly professional sales and marketing coach - but he is far more than that. Add to this his mentoring capabilities, his ability to drill down to the critical issues and his inventive way of enabling you to solve them - and you have a very powerful force on your side.” Lorraine Cousins, MD Halcyon Software, Peterborough.

 

 

3. Moving from direct selling to channel selling

The repositioning of Halcyon’s products enabled them to attract larger more profitable customers which dramatically increased their average selling price.

 

The acquisition of larger customers created the need to review Halcyon’s routes to market which led to the adoption of a new channel strategy using strategic partners to compliment Halcyon’s Direct Sales.

 

Terry’s expertise was utilised to support the creation of this dedicated channel strategy which culminated in successfully expanding the network of resellers and distributors in Europe, Australia and the US.  

 

4. International Territory Gain

The expansion into new territories provided Halcyon with the opportunity to shift their reliance on UK & Europe market revenues and consider opportunities to set up subsidiaries in new territories.

In 2006 Halcyon successfully set up a subsidiary in Australia. In 2010 Australia is in line to achieve the revenue targets set by Halcyon in their business plan. 

 

“Terry has helped us transform our business by helping us put in place winning strategies and manage the challenges of real growth. His style is good humoured, friendly, supportive and pragmatic, and he always delivers on time.” Carole Chandler, Sales and Marketing Director Halcyon Software, Peterborough.

 

Following on from their success in Australia, Halcyon took a huge but vital step in opening a subsidiary in the USA to support activities and revenues being delivered by their established US reseller network. The US office drives sales through marketing initiatives with their channel partners.  This subsidiary was opened just as the credit crisis hit in 2008. With America gradually emerging from the recession, Halcyon are already seeing an increase in sales from this subsidiary.

 

The Outcome

 

Terrys Appointment as Non-Executive Director

Since 2002, Halcyon has grown significantly and experienced many successes with the help of Terry’s expert mentoring and coaching skills. As Lorraine Cousins MD, commented,

 

"Since Terry joined us we have gone from being one of the "also rans" to UK market leader in our field - we are the company that all our competitors now fear.”

 

In 2006 Terry was appointed Non-Executive Director for Halcyon where he is now involved in all of the monthly operational Board meetings and quarterly strategic GAP (Grow and Prosper) Committee meetings.

 

Carole Chandler, Sales and Marketing Director, Halcyon Software, Peterborough summed up “As Halcyon casts its net wider over international markets, Terry continues to help us to focus on versatile ways of creating revenues and developing future strategies”.

 

For more information on Halcyon visit www.halcyonsoftware.com

For more information about Terry Forsey