CD‐adapco

Introduction:

CD‐adapco, a computer software company, helps manufacturers design reliable, high quality products. CD‐adapco is the leading global provider of full‐spectrum engineering simulation (CAE) solutions for fluid flow, heat transfer and stress. STAR‐CD and STAR‐CCM+ provide the world’s most comprehensive Computational Fluid Dynamics (CFD) solutions, with the STAR‐CAD Series as an easy‐to‐use, CAD‐embedded front door to the full spectrum of CD‐adapco solutions, backed by 27 years of extensive experience in CAE consulting. They aim to help customers succeed through the application of engineering simulation, driving innovation in their products and reducing the engineering time and cost associated with bringing those products to market.

Challenge:

With a relatively small sales force in the US, CD‐adapco could not risk jeopardizing current revenue streams to focus on finding opportunities in unproven markets. They had steady sales growth in the automotive and aerospace industries in the European market, but did not have successful business in America. Their sales cycles were traditionally slow due to conservative evaluations and scarce budgets. CD‐adapco could not effectively roll out their solution into major new American accounts, as they had no internal sales and business development resources, support focus, or bandwidth to do so.

CD‐adapco needed to increase sales performance in the US, one of the world’s largest markets for CAE technology. The company needed to modify their sales efforts to be more effective and efficient, in order to to aggressively penetrate the American market. This required creating and executing a new go‐to‐market strategy and excellent value proposition in American market, in order to develop major new accounts and jumpstart sales pipeline and revenue growth.

Solution:

CD‐adapco turned to VizQuest to lead a successful campaign that would fulfill these objectives. VizQuest implemented their proprietary methodology, Pipeline PlusTM to effectively, efficiently, and rapidly build CD‐adapco’s sales pipeline through the creation of Validated Sales Opportunities (VSO). A VSO is a confirmed prospective buyer, such as a key influencer or decision maker, who has the right situation, problem, or opportunity that a company’s solution addresses. They have serious intent to investigate a solution, and there is a defined action item for advancing the sale after the buyer has seen a sales presentation. VSOs create shorter sales cycles and better ROI on business development investments. Pipeline Plus, a comprehensive business development program accelerated revenue growth by creating a consistent, scalable flow of the highest quality sales opportunities; enabling CD‐adapco’s Sales team to be more productive to maximize yield on sales capacity. VizQuest executed their Revenue Factory Model to rapidly identify and engage target decision markers. They created multi‐touch‐point campaigns and leveraged their extensive referral network to develop opportunities and close sales for CD‐adapco’s solution.

VizQuest conducted an assessment of CD‐adapco’s market opportunities and refocused their US sales operations on key vertical markets, including micro‐segments within Automotive, Aerospace, and Medical Device industries. New and unique customer value propositions were created to highlight CD‐adapco’s dominant value. VizQuest broadened and simplified CD‐ adapco’s highly complex product messages to resonate with customers with multifaceted engineering needs. VizQuest increased CD‐adapco’s outreach activity, established stronger and more profitable business relationships with many existing clients, and developed a scalable and repeatable process to enable CD‐adapco’s growth in new market segments. They developed a steady stream of high quality sales opportunities, which lead to increased sales pipeline and accelerated revenue growth for the CD‐apapco’s solution.

Results:

VizQuest generated more than 30 VSOs per month for 18‐months; resulting in $35 Million in real sales opportunity pipeline. They captured major accounts in the following new verticals: Automotive (Daimler Chrysler, Arvin Meritor, Visteon Powertrain, FORD, Cummins Power Generation Division, Borg Warner Morse TEC), Aerospace (Boeing, Eaton Corporation, CESSNA, Bell Helicopter, Sikorsky, Northrop Grumman), and Medical Devices (Boston Scientific, Genzyme Biosurgery, Invacare Corporation). The success of the partnership with VizQuest led to an expansion of the program to target additional geographies and support more solutions.

“The VizQuest team fully integrated with our sales team and went above and beyond what the engagement had called for. We have improved the quality of our pipeline in the US and increased it by approximately 50% so far and are looking to exceed our revenue goals for the year. Most importantly, we are closing deals provided by VizQuest.”
‐ Bill Clark, VP of Sales, CD‐ adapco

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