TraceAll

CASE STUDY: WINNING THROUGH CORPORATE PARTNERS

Based in Glasgow, Scotland, Traceall is a leading provider of food traceability software in Europe. Traceability is important for forward thinking companies, since it can be used for such things as brand protection, risk assessment, due diligence, financial savings and to provide a variety of management information from across the supply chain.

Although a small company, Traceall has caught the attention of multinational food organizations that are deploying its solutions on a worldwide basis. The company also has a number of objectives and opportunities throughout the UK and Europe that will further establish its software as the standard in online real-time management and control.

However, as with many early-stage businesses, Traceall found its growth prospects inhibited by a lack of resources. In particular, they were constrained by lack of an experienced sales team to develop the many opportunities that had been identified, throughout the UK and Europe. The company also wished to expand into the US and the major global markets.

Solution:

To help, 2in10 first undertook a short exercise to understand the problems and develop an action plan that would help Traceall to effectively exploit its market opportunities. This action plan focused on how to scale its sales operation through developing channels in international markets.

This short exercise also resulted in a further six-month engagement with the company to coach and mentor the Traceall team and assist with sales and marketing planning, product management and marketing, product positioning and messaging - all the way through to channel planning.

The overall purpose was to transform the company’s ability to close more sales and develop more business through channels

Implementation:

With a renewed set of procedures for developing products in line with market requirements (product management), Traceall is now entirely focused on building a position as Europe’s leading traceability solutions company.

The company now has defined processes in Sales and Product to ensure that a consistent set of messages goes out into the market via their partners. They have developed a Partner Sales Kit that details the joint customer value proposition, as well as partner collateral, messaging, positioning etc., including partner rules of engagement, roles and responsibilities etc.

Traceall is now viewed by its partners as providing tools that make the job of selling their own products much easier when done in conjunction with the powerful Traceability messages from Traceall. The company is also entirely focused on building a position as Europe’s leading traceability solutions company.

Benefits:

Following 2in10’s involvement and through its introductions, Traceall signed two new international partner agreements: Symbol, the world leader in hand held devices for RFID and bar code reading; and Oracle, the second largest software company in the world. Both of these companies recognized the benefits in joining with Traceall so that their customers in the food industry could take advantage of the benefits of the traceability solution. Further agreements were signed with Scanology in Holland, a Value Added Reseller (VAR) specializing in Food Traceability and tracking solutions: and with Qmach in Hull, England, one of the UK’s premier consultants in traceability.