Stephen Plimmer

Profiled a SaaS company’s market environment and customer and distributor needs to underpin rebranding, market positioning, product specification, and go-to-market strategy for a new category of contact-centre as a service (CCaaS) propositions.

Also led the implementation of a new internal marketing capability including CRM.

Research projects included:

- B2B market analysis and mapping

- Competitor and product analysis

- Trends and futures analysis

- User research

- Buyer/reseller research

- Target segment and company building

- Content creation and pitch creation

- Definition of marketing and proposition KPIs

Key value added: Fundamental insight provided to define a new brand, product and marketing strategy, which radically increased brand awareness and helped create new sales pipeline, while also seeing the company win industry awards within months of launch.

Led three internal teams - Insight, Data science and an Internal insight "consultancy". Additionally adopted a remit to help the Insight and Data directorate team's work and collective knowledge to inform critical strategic challenges faced by the National Trust, through a role of being an insight business partner to the Strategic Management Unit and other Directors.

Key projects included:

- Led multi-method research to inform the organisation's low carbon strategy

- Led a synthesis and analytics study to develop a regional growth strategy

- Led insight to optimise cross organisational marketing effectiveness and define KPIs

- Led design and delivery of (Tabeau-based) decision support tools

- Responsible for brand, market, and voice-of-customer and staff trackers

- Initiated/led internal insight communication to drive data-led decision making

Key value added: Gave the organisation strategic clarity on critical decisions about its low carbon position, and marketing effectiveness, to navigate key risks and support future growth. The implementation of new analytic tools and communications created a significant step change in the availability of evidence across the National Trust to make customer focussed decisions to influence commercial and strategic outcomes.

Built and led a team of six to deliver the organisation’s insight, including identifying and promoting industry shifts toward smart insurance, digital consumer behaviour and market contraction.

Key projects included:-

- Market, consumer and customer studies to support a major acquisition

- Implementation of a voice of customer programme (using Qualtrics)

- Implementation of a customer community

- Implementation of market, competitor and brand tracking

- Creating a customer segmentation for strategic marketing and NPD

- Introducing marketing and product-testing research processes

- Market analysis for evaluating market entry to new sectors (e.g. smart homes)

- Digital user research to plan web design and customer online journeys

Key value-added: Built a high-value, high-performance insight capability to give the business clear direction and confidence to make a major acquisition, develop new products, pursue partnerships, choose to enter/not enter adjacent sectors, while also being key to churn and complaint reduction that offered £ms of annual incremental savings.