1. Strategies for success in the trade, position
and risk management solutions market
At E2W, we believe a successful sales and marketing strategy hinges on a detailed
understanding of the target market and the people within it. The complex trade, position
and risk management solutions market is no exception. We set out to investigate the
current state of this market and the scale of the potential opportunity, focusing on research
into the key decision-makers and their purchasing plans and motivations. Our insights
raise some critical questions for you as a technology provider.
How can you ensure you’re up to speed with the right firms and people in this space?
1 And how can you make sure you’re firmly on their radar once a vendor selection process
is established?
Be in the right place at the right time
Our research indicated that just over half the decision-makers and users of trade, position and risk
management solutions across 44 investment banks in EMEA and Asia were anticipating increasing
their technology spend in the next year. We also discovered that many firms had a longer-term
timeframe for buying, with just under a third of the firms planning trading or position management
infrastructure projects within the next 12-18 months.
How can you understand your prospects’ priorities and align your solutions to meet them?
2
Get to grips with the top priorities of key decision-makers
Let’s start by taking a good look at priorities among key decision-makers group.
We found that most managers of trade, position and risk management operations
ranked their priorities as follows:
 improving operational efficiency
 boosting trade performance
 ensuring rapid time to market for IT projects
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2. Strategies for success in the trade, position
and risk management solutions market
How can you tailor your solutions to the needs of existing clients and prospects
3 and start building a positive relationship for the future?
Understand the core challenges your prospects face
It all starts by understanding the challenges faced by decision-makers. These include:
 the decrease in equity market volume
 more stringent regulatory and compliance issues
 finding flexible solutions to meet dynamic trading and risk environment needs
 reduction in costs and headcount (and the associated technology challenges)
 the need to remain competitive
Technology vendors are spending millions on sales and marketing.
4 So why isn’t this commitment reflected in levels of awareness among decision-makers?
Develop a bespoke, targeted sales and marketing strategy
Our research shows that more than two-thirds of decision-makers rely on colleagues and peers in
the industry for information on vendors other than their existing supplier. However, the financial
technology solutions market is not an infinite one, with 80% of the total market expenditure often
controlled by a few hundred people. With such a narrow field of play, your sales and marketing
strategy needs to be as productive and effective as possible.
Our case study shows how E2W can help you build long-term relationships with the people who
make the decisions in your space.
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3. Case Study
Our client is a provider of innovative trade, position and risk management software
solutions, and is recognised as a market leader in its field.
The Challenges
In the wake of the Dodd-Frank Act in the US and the G20 reform in Europe, our client identified a clear
opportunity to grow its business. With many investment banks and clearing houses responding to the
new regulatory landscape by launching over-the-counter (OTC) clearing services, the firm was quick to
recognise that this move would create demand for new supporting technology.
However, before the client could move forward with its proposition, there were several challenges to
address. The firm’s existing sales and marketing strategy was making it hard to successfully identify banks
and clearing houses that might be adding OTC clearing services to their core offering. It was also preventing
the client from pinpointing the right people to target in the first place and understanding exactly what they
needed from a software solution.
The Objectives
We were engaged to help the client achieve several core objectives:
 understand the size and scale of the opportunity and the nature of the market itself
 define which messages to take to market and how best to educate the market about the proposition
 establish better visibility on how purchasing decisions were made and structured
 review the firm’s entire sales and marketing strategy for maximum efficiency and productivity
The Solution
Drawing on our proven processes, the E2W team began by identifying qualified leads from 70 investment
banks, exchanges and clearing houses. These leads were selected based on the firms’ plans to offer an OTC
clearing service, their system-readiness and their strategy for providing this service.
We identified at least three decision-makers in each of the qualified accounts and introduced them to our
client’s solution. Next, we put together a coherent communication strategy and started to develop a long-
term relationship with them.
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4. E2W
Case Study
Key Benefits
By identifying trends and understanding prospects’ needs, we helped our client to plan its business and
develop its OTC solutions offering. The data captured by our team has generated a complete market
map and knowledge base that delivers excellent visibility of strategic review dates, systems used, services
offered and key challenges of all target firms.
Specifically, our team:
 helped our client maximise opportunities in the OTC derivatives clearing market by channelled its
resources more effectively and productively
 boosted the productivity and effectiveness of our client’s business development teams, enabling them to
focus on winning opportunities, rather than looking for them
 uncovered more than 25 unique opportunities – a number of which have closed - at firms that are
seriously looking at solutions to upgrade or offer an OTC clearing and settlement service
 pinpointed opportunities beyond the initial scope of OTC solutions, in areas such as collateral
management. By leveraging the relationships we have already established with key people, we are paving
the way for our clients to become a market leader in those segments too
At E2W, we know our clients’ markets inside out. Crucially, we also know the few hundred decision-
makers within them and understand how to communicate effectively with them. That’s why we now
manage nearly 100 investment banks, clearing houses and exchanges – ensuring that our clients are
positioned to win every time a need is identified, understood and met.
To find out how we can help you develop long-term, lucrative relationships with
the key decision-makers in your market, choose a contact in your region:
Contact
EMEA NORTH AMERICA ASIA PACIFIC
Lynn Eade Laura Hull Mark Freed
Tel: +44 (0)1732 897 733 Tel: +1 973 993 4380 Tel: +65 652 13839
Email: lynn.eade@e2w.co Email: laura.hull@e2w.co Email: mark.freed@e2w.co
HEAD OFFICE: E2W Limited, Suite 1, 50 Churchill Square, Kings HIll, West Malling, Kent ME19 4 YU WWW.E2W.CO
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