Find out how GrowthAccelerator helped The IT Marketing Agency to develop a growth strategy to take turnover to £1m by 2016 which has already seen the securing of two new significant strategic clients and a doubling of turnover!

1. Case Study – The IT Marketing Agency
July 2014
Sector: Marketing services
No of employees: 7
Turnover: £250,000 (2013)
Location: Bedford
Growth Manager: Tony Cox
Service used: Business Development Coaching
Snapshot – impact of GrowthAccelerator
• A growth strategy to take turnover to £1m by 2016 which
has already seen the securing of two new significant
strategic clients and a doubling of turnover
• Recruitment of six new employees covering sales,
account management, digital marketing and project
management
• The launch of a unique offer for managed service
providers (MSPs) which will provide a new, regular
revenue stream.
About
A specialist agency providing marketing services exclusively
to the technology sector, The IT Marketing Agency was set
up in April 2013 by Gemma Telford. Building on the team’s
experience of the unique complexities of the IT channel
landscape and the idiosyncrasies and interdependence
of vendors, distributors, MSPs and resellers, it provides
a comprehensive and flexible range of services, from
channel strategy and outsourced marketing execution to
lead generation, content and social marketing for clients
including Techdata, GFI, Ingram Micro, Allthings and Avnet
Embedded.
The business challenge
Following a great first six months mainly spent working
with one major client, Gemma was aware that while she was
getting busier and busier she wasn’t sure how to translate
this activity into a sustainable, growing business. At a
local business breakfast meeting she heard a presentation
on focus in business – and had a lightbulb moment. She
realised she needed to be brave and hire her first employee
- which she did within days – and make sure she found the
space and support to make the right next moves.
How GrowthAccelerator has helped
That presentation had been given by Growth Coach
Stuart Warwick, who started working with Gemma a few
weeks later, ‘to help her direct her energy and passion and
grow into a business owner and not just an IT marketing
specialist’. Together with new recruit Joss, they developed
a three year strategy and an action plan to lay foundations
for the business that would both bring about and bring
structure to its planned fast growth.
Every aspect of the business has been geared up for growth.
New software is enabling the confident development of
marketing programmes. Regular forecasting of revenue,
cash flow and costs is guiding better decision making.
Prioritising marketing, particularly within existing
networks, has paid dividends with two big contracts coming
from US and UK contacts. And regular meetings facilitated
by Stuart are engaging the growing team with the company’s
objectives and priorities and making sure ‘nothing stays
in the dark’. The process has given Gemma the confidence
to bring forward the launch of her novel MSP Marketing
Academy concept, recognise the right moments to recruit
and move into new offices four times bigger than their
current space.
‘I knew Stuart would be right for me. I’m an enthusiastic,
energetic person while he is calm and rational so he
provided a great balance. Initially he helped me and Joss
crystallise what we are trying to achieve with the business.
We still use the Orbit tool and plan with the whole team
as a guide to what we need to be focusing on. Stuart
continues to help guide our discussions, making sure we
don’t trip up. We come out of these meetings saying ‘wow,
that’s exactly what we needed to talk about’. It’s like having
an angel investor in the business, an expert who can get to
know you and guide you - but you don’t have to give away
any of your business!’