Software

Software companies about to take the next big leap - generating profitable growth together.

Challenge of the industry

Companies in the software industry have achieved an unprecedented success story in recent years. Nevertheless, we repeatedly see challenges in project work that block sustainable & scalable growth.

One of the main questions is: How can new customers be acquired in previously untapped market segments? Another topic is the utilization of cross-sell and up-sell potentials with existing customers. Here, it is important to find out how these potentials can be optimally exploited in order to increase sales. Optimizing pricing is a decisive factor in maximizing margins and profits. Generating and qualifying sales-relevant leads is another key concern. Companies must develop effective strategies to attract and qualify high-quality leads to drive sales success. Increasing performance in indirect sales channels is also of great importance. Last but not least, companies must be able to supplement their existing product, marketing and sales teams at short notice.

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Scope

Markt- und Kundenanalyse:

Datenbasierte Analyse des Wettbewerbs und der Kundenzielgruppe, Ableitung von Best Practices

Positionierung und Wertversprechen:

Definition einer wettbewerbsfähigen Positionierung und Ableitung kundenzentrierter Wertversprechen

Produktdefinition und Erlösmodell:

Entwicklung eines kundenzentrierten Produktportfolios, Definition der Erlöslogik, Bestimmung von Preispunkten

Berechnung eines detaillierten Business-Cases mit Umsatz- und Kostenprognose, Investitionsplanung, Cash-Flow Analyse und Rentabilitätsbetrachtung Betrachtung

Kommerzielle Machbarkeit:

Definition relevanter Marketingkanäle und Ableitung konkreter Marketingmaßnahme

Vermarktung:

Aufbereitung von Pitch-Deck Unterlagen basierend auf Projektergebnissen

Investorengewinnung:

Software pricing & continuous optimization:

Establishment and optimization of market-validated pricing using proprietary tools and methods (including value-price model, conjoint) to maximize margins and revenue.

Campaign setup in the whitespace:

Establishment of scalable lead processes and campaign setups to address up to 95% "non-active seekers" in the whitespace.

Lead Generation & Qualification:

Maximize the number & quality of leads in the funnel stages, through an end-to-end process, lead scoring, nurturing & telesales qualification.

Data-driven Up- & Cross-Sell Potential:

Identification of up- & cross-sell potentials with existing customers, based on own CRM data as well as through enrichment of third-party data, and definition of data-driven Ideal Customer Profiles for new customers.

Channel Sales & Partner Programmatic:

Establishment of a Partner Programmatic & Marketing and introduction of a roadmap to significantly increase sales performance in Channel Sales.

Sales as as Service:

Short-term and flexible addition of know-how and external service providers or own consultants to the teams.

Growth opportunities

Direct Sales:
  • Targeted approach of potential new customers, corresponding qualification of consistent and stringent sales processes, clean handovers between marketing & sales, KPI dashboarding, predictability along the sales funnel.  
Indirect / Partner Sales:
  • As a "second muscle" that can be built up through incentivization (marketing development funds) as well as clear responsibilities for partners and partner expansion.  
Business model innovation and pricing:
  • Addressing new customers in existing markets, increasing revenue and profit by introducing new products in existing markets or existing products in new markets with underlying innovative pricing to ideally move from transactional customer relationships to strategic partnerships  
Interim positions:
  • Support by sales & marketing professionals to achieve selective and short-term sales performance improvement and to train existing employees to participate hands-on in teams and thereby increase motivation

Our reference projects

Problem of the client

IT-Services (>150M $ revenue)

Delelopment of a sales & marketing strategy.

Our solution for the customer

  • Re-categorization of the portfolio from an outside-in perspective
  • Expansion of lead-generating campaigns in 3 regions with GSA as blueprint region
  • Successive GDPR-compliant lead qualification through targeted nurturing
  • Continuous development of M.A. usage in parallel to CRM process design
  • Moderation of people-to-people marketing & sales processes
  • End-to-end SLA setup for handling leads and opportunities
  • Transparency over total funnel from whitespace pipeline to order entry
  • Regional penetration comparison of marketing and sales performance
  • Experience with different M.A. & CRM system constellations (e.g. Evalanche, HubSpot, Salesforce, ClickDimensions, Microsoft Dynamics, MailChimp, Pipedrive)

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‍Project Results

  • Increased Marketing-based share of the sales pipeline from 0% within 2 years to 76%
  • Increased Marketing-based share of new business (OE) from 0% to 72% within 4 years
  • Significantly increased Marketing Automation and CRM maturity level (within five years)

Problem of the client

Optimization of the B2G sales process and consolidation of know-how in a sales playbook:

Our customer, an international publisher, develops and distributes software to increase efficiency in German social welfare offices. Sales to government institutions are fundamentally different from traditional B2G sales. Our client faced the challenge of establishing a systematic and scalable sales strategy and empowering salespeople with know-how and materials to execute effective B2G sales.

Our solution for the customer

  • Stakeholder analysis and data-based identification of relevant contacts  
  • Creation of clarity regarding decision making and cycles in governmental institutions & optimization of the sales process  
  • Development of a sales toolbox incl. customer challenges, value propositions, argumentation chains, etc.  
  • Consolidation of the know-how incl. all materials in a sales playbook  
  • Testing of the optimized start incl. materials & iterative optimization

Problem of the client

Implementation of an exclusive Enterprise Partner Program

Our client, a leading provider of cloud-based phone systems, wants to implement an exclusive Enterprise Partner Program. The goal is to successfully implement an already defined enterprise partner strategy and to recruit new partners. In addition, the onboarding of partners is to be optimized to ensure smooth integration and collaboration.

Our solution for the customer

  • Finalization of the concept of an exclusive Enterprise Partner Community based on the already developed strategy  
  • Recruitment of new partners through active sales support  
  • Optimization of the onboarding process through dedicated measures based on internal interviews  
  • Development of marketing materials and implementation of kickoff & launch events

Problem of the client

Design of an enterprise partner program

Our client, a leading provider of cloud-based phone systems, wants to design an Enterprise Partner Program. The goal is to develop a comprehensive enterprise partner strategy and build an end-to-end partner journey with our partner StoF! In doing so, gaps in the ideal Enterprise Partner Journey will be identified and closed.

Our solution for the customer

  • Identification of gaps to the ideal Enterprise Partner Journey via analysis  
  • Recruitment recommendation for the enterprise partner segment via selective lists of target partners based on identified requirements and goals  
  • Development of an enterprise partner specific value proposition taking into account the needs and expectations of the enterprise partners  
  • Compilation of the results into a programmatic & implementation-oriented playbook as a practical guide for the implementation of the Enterprise Partner Program  
  • Design of a pilot for the implementation of the end-to-end Partner Journey

Problem of the client

Building an effective partner marketing program

Our client, a global cloud CRM provider, is facing the challenge of building an effective partner marketing program. The goal is to generate a measurable business impact and develop a scalable and systematic channel go-to-market strategy. To achieve this, the strategic framework for the partner ecosystem must be optimized.

Our solution for the customer

  • Analysis by market conditions, customer profiles and competitive environment to identify partner needs by region.  
  • Development of cluster-specific partner marketing proposals & tracking solutions to measure effectiveness and success of marketing efforts  
  • Compilation of the results into a programmatic & implementation-oriented playbook as a guideline for the partner marketing program  
  • Validation of the developed concepts on a pilot basis by testing the partner marketing offers and tracking solutions with selected partners.

Customer references

Virtual Identity AG

Kirsten Heller, Board member

"MRC's practical approach and extensive experience made them an excellent partner for us in breaking down old mindsets in sales and finding new, effective approaches. Many thanks for this valuable collaboration."

Virtual Identity AG

Kirsten Heller, Board member

"MRC's practical approach and extensive experience made them an excellent partner for us in breaking down old mindsets in sales and finding new, effective approaches. Many thanks for this valuable collaboration."

OneQrew

Dominik Hartmann, CEO OneQrew

"Mücke Roth & Company is our strategy consultancy for sales & marketing. They deliver tried-and-tested concepts and lend a hand during implementation. Top! I can emphatically recommend the collaboration."

OneQrew

Dominik Hartmann, CEO OneQrew

"Mücke Roth & Company is our strategy consultancy for sales & marketing. They deliver tried-and-tested concepts and lend a hand during implementation. Top! I can emphatically recommend the collaboration."

Ionos SE

Elisabeth Kurek, Vice President Cloud Marketing

„Mücke Roth & Company and SToF! are my choice for Mittelstand consulting. They truly understand market dynamics, B2B demand gen and MarTech. For IONOS, they set up and streamlined our end-to-end performance marketing process from early funnel to opportunity hand-over to sales. Their hands-on way of working ensured that our team was involved from strategy formulation right down to execution. Highly recommended.“

Ionos SE

Elisabeth Kurek, Vice President Cloud Marketing

„Mücke Roth & Company and SToF! are my choice for Mittelstand consulting. They truly understand market dynamics, B2B demand gen and MarTech. For IONOS, they set up and streamlined our end-to-end performance marketing process from early funnel to opportunity hand-over to sales. Their hands-on way of working ensured that our team was involved from strategy formulation right down to execution. Highly recommended.“

Salesforce

Markus Meukel, Vice President Alliances & Channels

"Mücke Roth & Company advises us as a strategy consultancy for the partner business. Their expertise ranges from strategy development to the implementation of partner marketing campaigns. With a clear methodology and healthy pragmatism. Highly recommended."

Salesforce

Markus Meukel, Vice President Alliances & Channels

"Mücke Roth & Company advises us as a strategy consultancy for the partner business. Their expertise ranges from strategy development to the implementation of partner marketing campaigns. With a clear methodology and healthy pragmatism. Highly recommended."

Liebherr

Ottmar Wehrle, Managing Director Liebherr-Africa (Pty) Limited

"For industrial companies, the market entry of digital products & services is a completely different ball game. Mücke Roth & Company supported Liebherr Mining to develop a scalable go-to-market for digital products & services. The conceptual expertise with pragmatic implementation support, best practices from other industries and involvement of the team at eye level were the basis for a successful project implementation - this is how customer-oriented consulting works. Thank you for that."

Liebherr

Ottmar Wehrle, Managing Director Liebherr-Africa (Pty) Limited

"For industrial companies, the market entry of digital products & services is a completely different ball game. Mücke Roth & Company supported Liebherr Mining to develop a scalable go-to-market for digital products & services. The conceptual expertise with pragmatic implementation support, best practices from other industries and involvement of the team at eye level were the basis for a successful project implementation - this is how customer-oriented consulting works. Thank you for that."

1&1 Versatel

Thomas Heyder, Chief Sales and Marketing Officer

"From strategic and conceptual consulting to implementation - Mücke Roth & Company supported us holistically in building a new product portfolio from ideation to launch. MRC keeps their promise: They go beyond conceptual design and accompany the implementation in a competent, result-oriented and personally committed way. Many thanks for the great implementation!"

1&1 Versatel

Thomas Heyder, Chief Sales and Marketing Officer

"From strategic and conceptual consulting to implementation - Mücke Roth & Company supported us holistically in building a new product portfolio from ideation to launch. MRC keeps their promise: They go beyond conceptual design and accompany the implementation in a competent, result-oriented and personally committed way. Many thanks for the great implementation!"

Wolters Kluwer

Martina Bruder, CEO Germany

"I am glad that we decided to work with Mücke Roth & Company. They have done a great job. We were able to professionalize ourselves again significantly through the support in B2G sales and thus further develop a market that is difficult to address. With very clear methodology, expertise and sales pragmatism, MRC was able to support us excellently in the targeted expansion of our business success and give the team certainty of success - thank you very much."

Wolters Kluwer

Martina Bruder, CEO Germany

"I am glad that we decided to work with Mücke Roth & Company. They have done a great job. We were able to professionalize ourselves again significantly through the support in B2G sales and thus further develop a market that is difficult to address. With very clear methodology, expertise and sales pragmatism, MRC was able to support us excellently in the targeted expansion of our business success and give the team certainty of success - thank you very much."

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Wir schaffen Wachstum für unsere Kunden. Gemäß einer einfachen Formel: Strategie + Umsetzung = Wachstum. In unsere Arbeit bringen wir ein tiefgreifendes Verständnis digitaler Technologien, Geschäftsmodelle und neuer Arbeitsweisen ein. Damit eine Wachstumsstrategie nicht nur "auf dem Papier" erfolgreich ist, sondern messbar Erfolg bringt, begleiten wir unsere Kunden in der operativen Umsetzung und übernehmen Ergebnisverantwortung. Innovative Impulse für unsere Arbeit erhalten wir aus unserem Start-up Investment Portfolio.

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Excerpt of our customers

Moritz Roth

Managing Director

Moritz focuses his consulting on sales and marketing. He develops marketing strategies to generate scalable growth. Core topics are the optimal interaction of sales channels, development of value propositions, pricing, performance marketing as well as lead generation. Moritz has many years of operational experience as an executive. As Chief Sales Officer, he was responsible for the German business at 1&1. At Google Group, as Vice President, he led the market launch of smartphones in Europe and Asia. At Microsoft Germany, he led the B2B and B2C business as Chief Marketing Officer.

Mail: m.roth@muecke-roth.de

Moritz Roth

Managing Director

Moritz focuses his consulting on sales and marketing. He develops marketing strategies to generate scalable growth. Core topics are the optimal interaction of sales channels, development of value propositions, pricing, performance marketing as well as lead generation. Moritz has many years of operational experience as an executive. As Chief Sales Officer, he was responsible for the German business at 1&1. At Google Group, as Vice President, he led the market launch of smartphones in Europe and Asia. At Microsoft Germany, he led the B2B and B2C business as Chief Marketing Officer.

Mail: m.roth@muecke-roth.de