​​Creating a Winning Sales and Marketing Strategy to Grow Market Share


...Here's what our Client, Rob Steigerwald, CEO of ARCO Design/Build Industrial has to say:

Background and Challenge:

"ARCO is a design/build firm with a national brand and a CAGR of around 15%. Yet, Leadership was concerned that we just didn’t have a clear plan together on where we were headed and how we were going to get there. I met Lori, and recognizing her history in similar markets and skills in corporate planning, I gave her a call and asked for some time to ‘spitball my concerns’ and how we might capture some thoughts and to solidify a growth plan."

"Lori designed an approach to capture ideas, challenge our leadership goals, and set some processes in place for us to follow. The planning process was not difficult, only blocking out time for myself and my 2 key Regional Managers was challenging. The rest seemed exciting."

"Through our planning sessions, there were a few items that became the theme:
  • Value Drivers – Lori understood our business and was able to discuss with our clients what they saw in ARCO that attracted them to use our service. The details of this became the theme of our business development strategy, marketing messages, and seller-doer training.
  • Differentiation -  Lori's research revealed that Our Front End Engineering Process was the most important skill our team had. Our marketing focused on this from this day forward, presenting this important expertise to prospective clients in the manufacturing, light industrial and e-commerce world.
  • Strategic Positioning: The Company Brand – As ARCO Design/Build, we were a recognized industry leader, but we needed to strengthen and differentiate the brand. We knew we didn’t want to wander from our roots and training as industrial experts. Lori's research revealed that a rebrand to ARCO Design/Build Industrial (ADBI), would reinforce to the market that we are experts in this niche."

Results:

"In the end, with Lori’s help, the team created a 5-year plan to grow from 2 to 3 offices, from $150 million to $440 million (3x) in revenue, and from 30 to 65 Associates. 

Our actual results in year 4 of 5 is five office locations, over $800 million (5x) in revenue and 150 Associates. By the end of 2022, the target year, ADBI will be 5 offices with 160 Associates doing around $900,000,000 (6x)!!

Thanks to the patience of Lori, and her corporate planning skills, and ability to get creative thoughts out of the ARCO leadership, we were able to position our company for this incredible growth."
 
Rob Steigerwald, CEO ARCO Design/Build Industrial