Having joined the business in 2017 as Commercial Director, Paul Newman’s initial objective was to develop and grow the Sales & Marketing functions. What soon became apparent, was the lack of usable marketing intelligence that was readily available, to help him build out sales territories, focus areas and measure performance. Having spent 25 years working within the Medical Devices industry, Paul had grown increasingly frustrated with the amount of data generated by the NHS, which was unusable due to its format and complexity. It was at this point that Paul contacted Bespoke.
The key priority for Paul was to have a suitable solution which he could easily use to segment his sales teams to a regional level, and ensure they were targeting as effectively as possible.
“Spending hours and sometimes days trying to make sense of large data sets just wasn’t the best use of our time. Once analysis paralysis had set in, I knew it was time to find a better way. I contacted Bespoke and following a brief chat in which I shared my frustrations, we had a full discovery session in which they took the time to understand exactly what both I and the wider business were trying to achieve”.
Paul continues “Bespoke have broken down huge external datasets, taken only the fields of relevance and produced really easy-to-use dashboards for both management and sales team functions. What’s more, our own data is incorporated which takes our market intelligence to the next level! The end result has completely transformed our approach, our sales team is engaged and much more informed, which in turn means we are making much better business decisions!”.
Paul Newman – Commercial Director