Prexecom, the precursor of bEffective
Engaged to grow a contact management software services startup in the era when contact management was the precursor to CRM. The challenge: how do you sell a complex enterprise category to both a high-volume SMB market and a high-margin enterprise market, without watering down either?
Built a two-tier sales motion. Low-level contact management products sold at transactional volume to SMB. Enterprise contact management software and services sold at high margin to large clients. Each tier ran its own buyer profile and its own pricing rhythm, but both rested on the same underlying discipline. Landed enterprise deals with DEC (Digital Equipment Corporation), Marsh Insurance, and Midland Walwyn.
sales motion, 5 years
(DEC anchor client)
“The two-tier model, transactional volume at the low end and high-margin discipline at the enterprise end, is the same Strategy, Operations and Performance discipline bEffective compresses for SMBs today. Prexecom is where the operating model was first formed.”
Prexecom is the precursor of bEffective. The discipline of running differentiated motions for differentiated buyers, without watering down either, was forged here, then scaled to every engagement that followed.