Case Studies

    Better Late Than Never

    Colquhouns: One year later When we spoke to Rob Colquhoun, Managing Director of Alexander Colquhoun & Son, over a year ago he was just starting out on his marketing journey.  At the time, Rob delighted us all by his candour in confessing that he didn’t understand how marketing could play a role in generating revenues for his 5th generation family business.  Indeed, he called marketing ‘the dark arts’. A lot has changed since Rob last spoke to us, so he sat down to update us on how Colquhouns has spent time working with 9 Strategic to re-define their position for the future ...
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    Netsolutions Case Study: Your Baby is Ugly

    The Importance of Honesty in Client Relationships Famous for their fabulous client Christmas parties, we asked Netsolutions’s General Manager how they continue to retain their clients’ loyalty when the party’s over. As part of our Insights program, 9Strategic undertook a survey of Melbourne-based IT infrastructure specialists, Netsolutions’s clients recently. Netsolutions count ANZ, Coles, Westpac and Australia Post among their diverse client portfolio. We were impressed by the high level of customer satisfaction among their clients so we asked Erin Harte, Netsolutions’s General Manager, the secrets to their client service program. 
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    Going Global Without the Propellor Heads

     Atmail’s creative innovation core to its global enterprise ambitions It’s a big day when the CEO of a software business announces that innovation is not driven solely by the considerable technical prowess of the company’s hard-core propeller heads and techies. Zach Johnson, CEO of Atmail, Australia’s leading global messaging software provider, proudly says it’s the non-technical creative pursuits of the company’s musicians, poets, athletes and other diverse team members, which fuel its approach to innovation and the pursuit of excellence. Atmail’s senior leadership team, including new CEO, Zach, and founder, Ben Duncan, has devoted the past six months to re-engineering the organisation to ...
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    Shaking up a Mature Market: Building a Sales Plan for Early Adopters

    Residential construction is not typically considered a fluid and fast moving industry. Given the sector’s maturity, it’s no surprise that Monarch is approaching the rollout of its innovative offsite manufactured building system with a sales strategy targeting progressive early adopters. Monarch appointed 9 Strategic as part of its go-to-market planning in an effort to bring into the business “good, robust and credible marketing capability”, according to Monarch Plant Manager, Karl Schirmer. The business identified that a marketing strategy that aligned sales to business objectives, was vital in engaging developers and builders.
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    No Longer Crossing My Fingers and Hoping

    Being told that your perceptions of your business differ from reality can be confronting for any CEO. Imagine how it felt for Mark Pope, CEO of Chase Performance, to find out that his team did not share his clear idea of where the company sat in the market. It was a particularly disconcerting moment given Chase Performance is in business to help other businesses build value through the application of lean culture and tools. Vital to this is consistent communication down through the organisation, which Mark appreciates is as important for Chase Performance as for its clients. Chase Performance has retained 9 ...
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    Surecom Case Study: 6-9 Months

        “Transition and change…moving beyond box shifting.” Serial entrepreneur, Ash Hanna, decided 11 years ago when he established technology provider, Surecom, that he would do it all differently. His goal was to build a business that his team could grow without him holding the reigns day-to-day. Like many other companies operating in the highly competitive technology sector, Ash appreciated that Surecom needed to establish a clear position as a solutions provider and not just a company shifting boxes of hardware.
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    Alexander Colquhoun and Son – Case Study

    Coming out… A Managing Director faces his marketing demons   Can’t see the video?  Click here. Listen to this on Soundcloud The client journey begins When Robert Colquhoun gathered his team at Alexander Colquhoun & Son together in August 2012, little did he realise he had started a journey that would lead to his conversion from marketing cynic to marketing advocate.
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    Surecom Case Study

        Position is the foundation of revenue-generating activity and is the most important of all the 9 Boxes.  A well-defined and articulated position provides focus for all the decisions an organisation makes.  However, the majority of business owners have not defined their business’ position, which often has evolved rather than being proactively delineated, managed and developed*.  This was the case with growing telecommunications integration company, Surecom. When 9 Strategic started working with Charlie Cockerell, GM of Surecom, we raised a few eyebrows by delving deep into the Position box to test Surecom’s current perceptions and to unearth potential opportunities.   By analysing data, ...
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    MacKenzie’s Home Timber and Hardware – Case Study

    Prior to engaging 9 Strategic MacKenzie’s Home Timber and Hardware in Goondiwindi faced a significant challenge: after 15 years in a three-person owner/ management arrangement, Clive Quartermaine was left as the sole managing owner. “All of a sudden I was left to manage and grow the business on my own and I was flying by the seat of my pants.” Using the tactical marketing materials provided by Home Hardware, MacKenzies had already achieved significant growth and success despite the drought and global financial crisis.  However, to continue to grow and remain profitable Clive knew that he required a more strategic approach to ...
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    Elliotts – Case Study

    As a Partner of Elliotts, Matt Schlyder is responsible for the company’s sales and marketing.  An experienced businessman, Matt understands business revenue strategy and planning. However, he was finding it challenging to determine what marketing activities could help him achieve revenue growth and struggled to communicate the role of marketing within the business, “Before working with 9 Strategic I had difficulty getting key stakeholders to understand the importance of marketing and where it fits within our business.”
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