PCA Group builds direct B2B sales and marketing organisation for Morse PLC in 5 weeks

PCA Group, the leading marketing and CRM consultancy, designed and built a new direct business-to-business sales and marketing organization for Morse plc.  This new organization complements the traditional field sales force and allows Morse to serve over 2,000 of its existing customers with the full range of Morse products and services, primarily using the direct channels of telephone and email.  Additionally, the organization is the single point of contact for new customer enquiries and provides the execution arm for marketing and demand generation.

Morse, the pan-European technology integrator, wanted to grow those of its customers who did not have a dedicated field sales manager by providing a high-quality of service and building an intimate customer relationship while keeping costs firmly under control.  Primarily using the telephone and email for contacts, it was important to provide a single point of contact for each customer transaction and a true “one-and-done” experience.

Furthermore, Morse wanted to provide a single point of customer contact for marketing activities to act both as outbound execution engine and as the inbound contact handling organization.

The PCA Group demonstrated how this could be achieved by implementing a single organizational unit across all Morse products and services.  This represented a new approach for a company that has traditionally been structured in divisions aligned with a single vendor.  However, it was seen as essential in order to truly build a customer-centric relationship, grow the customers to higher spending segments, and to keep the cost of sales low.

The PCA Group was engaged to implement the solution based on its proven delivery methodology and deep understanding of relationship marketing.  The new organization providing for relationship marketing and sales across multiple channels was built and operational in five weeks.

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