The Opportunity
Salitix, experienced forensic auditors who serve multinational Consumer Packaged Goods (CPG) companies in their trading with the major supermarket chains in the UK, saw growth via existing clients stagnating in the wake of a protracted management buyout.
My Role
Following a referral, engaged firm’s new leadership with proposal for strategy development to:
Drive customer acquisition & generate new revenues (in the millions of £s)
Allocate resources in controlled, systematic & coherent manner
Conducted interviews with firm’s customers (CFOs & CCOs), Directors & advisors to assess current offering / future needs & discover new opportunities to grasp competitive advantage
Reviewed market intelligence to identify thematic drivers influencing provision of its audit services to FMCG companies as well as other sectors offering paths to growth
Drafted stakeholder map of clients, prospects, trade bodies, regulators, media & other intermediaries
Analysed competitors focused on supply chain optimisation
Explored product innovation to emphasise data & tech-related capabilities (e.g. audit opportunities arising from AI & Blockchain analytics tools that enterprise customers are applying to automate payments & verify traceability / sustainability)
Set out sales & marketing strategy for FY 2024/25 codifying: objectives; target audiences; messaging; KPIs; plus process / workflows for delivery of integrated activities designed to cultivate new relationships, additional revenues & enhance firm’s reputation
Shaped brief, to which several digital agencies responded, guiding process through which company contractually engages external marketing suppliers as it invests its most significant spend to date to enhance & implement its strategy to drive sales
Results
Deeper & more meaningful segmentation & targeting of firm’s addressable market now enabling it to reach hundreds of new, and more engaged, prospects, faster
Key role in establishing new brand positioning for Salitix as a company that exists to enable frictionless profit recovery that promotes fairer, stronger and more sustainable commercial relationships
New Salitix website launched in February 2025 which firm described as “an exciting moment for its business as it seeks to extend its customer base and help more suppliers maximise their net profits, minimise costly mistakes and errors, and guarantee that their trading relationships are focused on tomorrow’s growth”
Firm now more effectively:
Building insight-led relationships with prospect companies’ finance, sales & legal / compliance teams thus transforming how Salitix nurtures impactful interactions with enterprise
Leveraging web, social, digital & traditional channels
Tracking & measuring performance of all its sales engagement activities
Improving client experience in order not just to retain existing customers but also develop multi-engagement relationships
Establishing partnerships with trade bodies to help nurture new relationships