NTT

How to win funds and influence pipeline with ABM.

Challenge

Project background

Having been formed from 28 different companies, NTT
DATA's marketing approach was historically fragmented
and highly-decentralised with disparate initiatives being
run locally in each market. This acted as a hindrance on driving centrally coordinated transformation initiatives
of this nature.

ABM was identified as being key to driving this transformation. NTT DATA needed an approach which was scalable and measurable by design - while recognising and accommodating regional and account-specific nuances.

NTT DATA had growth targets to meet but, in order to achieve these, it first had to address two main challenges:

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Brand reputation. It was known in the industry
as a ‘technology’ business and needed to change its reputation to that of a provider of world leading, high value managed services.

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Customer relationships: It often had deep relationships with stakeholders in IT roles but comparatively weak relationships with those in business strategy and line-of-business functions.

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Approach

What we did

A global ABM Center of Excellence team of professionally certified ABM practitioners (25 people certified in total) was established in order to create a central definition on ABM strategy, purpose, and approach. Although there had been pockets of ABM carried out previously, the development of the global ABM Center of Excellence, brought a single, consistent approach to ABM and a new way to market.

From here, ‘campaigns in a box’ were established centrally, to be executed locally, as follows:

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18 x Strategic (1:1)ABM programs reserved
for 18 of NTT DATA's most strategic clients.

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6 x Global cluster (1:few) ABM programs focused around business or industry challenges.

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Programmatic (1:many) ABM programs to a broader group of named accounts, enabled
by technology.

Results

How it went

From here, ‘campaigns in a box’ were established centrally, to be executed locally, as follows:

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18 x Strategic (1:1)ABM programs reserved
for 18 of NTT DATA most strategic clients.

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6 x Global cluster (1:few) ABM programs focused around business or industry challenges.

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Programmatic (1:many) ABM programs to a broader group of named accounts, enabled
by technology.

“Before the ABM program, most of our contacts viewed NTT DATA as a distributor. 
We had no c-level contacts, and we did
not reach out to the real decision makers.  Nowadays, with the program and with
the right messaging, the progress we
have seen over the last year has been tremendous. We now have relationships with global architecture, global procurement and global contract management, as well as our first managed service opportunity and other, larger opportunities. This is as a result of
the messaging and the approach.”

Hemmy Norbert

Global Client Director, NTT DATA

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