The Challenge
We engaged with Aimia, a $1B+ global loyalty marketing firm, when they were interested in driving extensive growth within their Insights & Loyalty Solutions division which consults with corporate executive teams to build end-to-end loyalty marketing strategies and programs. Due to lack of bandwidth in direct sales and business development functions, Aimia was challenged by increasing net new business opportunities within this division specifically with globally distributed enterprise client corporations. With little structure and process in place across the function, Aimia sought a seasoned senior level business development leader comfortable operating in an entrepreneurial environment to work cross-functionally within Aimia’s highly distributed and matrixed organization to drive net new logo business with enterprise prospects across the world.
Our Approach
Our principals spent hours on site at Aimia’s Minneapolis headquarters with their HR manager, VP of Global Client Development, and Chief Commercial Officer to better understand their business, their unique cultural identity, and to dig into the talent gap that existed within in the global business development function. Our team spent 5 full days in research building a targeted, nationwide prospect chart of notable senior business development leaders with strong ties to loyalty marketing. Knowing how small the loyalty marketing consulting space is, we also included senior consultative sales leaders with experience in customer relationship management including experience in sub-categories under the CRM umbrella such as customer analytics, marketing automation, campaign management, and more. We also spent 1 full day reviewing specific components of Aimia’s unique story and the particular leadership personnel we were representing, which enabled us to share messaging in a highly compelling way with the marketplace.
The Results
Just 4 weeks into a comprehensive outreach process, our team met onsite with Aimia’s senior leaders to formally present a deeply evaluated, highly impactful group of 5 top candidate prospects. 4 were selected to move forward to first round interviews and subsequently, 2 were selected to fly in for final round meetings in Minneapolis. Although challenged by the decision to pick between 2 exceptional finalists, Aimia made an offer and their top candidate happily accepted.