Introduction
EASA Inc. enables Fortune 1000 organizations to intelligently accelerate and streamline repetitive processes throughout various disciplines such as engineering design, accounting & finance, and business development. Founded eight years ago, EASA was developed out of the need to simplify the use of complex engineering simulation tools, designed to validate product performance under real-world conditions. With sales presence in North America, Europe, and Australasia, EASA enables multi-national corporations (e.g. P&G and Monsanto) to save tens of millions of dollars within months of usage.

Challenge
EASA’s initial challenge was to effectively explain what its technology does. EASA can best be thought of as a software tool that allows a user to create “Excel-like macros” but for ANY software application within one’s
operating system. This capability can accelerate an otherwise slow and manual software process by 95%. However, many prospects were unclear as to how such a novel technology would specifically apply to their
environment of software applications. In addition to the challenge of explaining what its solution does, EASA had a related challenge in targeting its solution to specific vertical industries and decision
makers. Identifying and engaging the appropriate decision makers within the different applicable departments and articulating the specific details of EASA’s value was grueling. With limited U.S. sales
resources, it was clear that pipeline development was a key bottleneck in growing the company’s U.S. footprint.

“We were concerned about entering any new
markets where our sales reps had not been
successful before. WhiteSpace conducted a
remarkable market analysis, creating winstrategies
for each targeted vertical. The results
were significantly improved sales forecasts of
unfamiliar markets.”
Seb Dewhurst, President, EASA Inc.

Solution
To address their sales challenges, EASA sought to work with a strategic partner that possessed knowledge of its core markets and had experience in executing multidimensional strategies. After considering many potential partners, EASA decided to initiate a relationship with WhiteSpace Strategy Partners to address its sales challenges. WhiteSpace was chosen based upon its unique ability to approach the challenge through a comprehensive combination of sales strategy, marketing collateral development, and multi-touchpoint sales execution.

WhiteSpace deployed its proprietary strategic frameworks to identify and evaluate potential target markets for EASA. Through in-depth customer case study analysis and robust target market analysis, WhiteSpace identified two key vertical markets (Automotive, Aerospace/Defense) with the highest expected value for EASA. WhiteSpace then rapidly designed a customized portfolio of sales collateral, while launching early market development efforts such as prospect database building and validation. With target market insight, and focused sales collateral in hand, WhiteSpace proceeded to rapidly penetrate key strategic accounts and grow the pipeline of real sales opportunities.

WhiteSpace established and executed a go-to-market approach for both strategic initiatives to drive a strong pipeline of Confirmed Sales Opportunities (CSOs). CSOs are prospective buyers who have been accelerated through the buying cycle and have indicated a committed budget and stated intention to make a product or  service purchasing decision for EASA’s solution.

Results
WhiteSpace’s multidimensional strategic initiatives created new opportunities for revenue growth for EASA. The pilot engagement resulted in strong pipelines of CSOs in high profile target verticals. A secondary benefit of the engagement was the increased performance of EASA’s existing sales team. Additional tangible results include: A validated dominant customer value proposition for EASA including the key unique differentiation of “Velocity to Value”. As a result, new messaging and materials were developed to emphasize EASA’s unique value proposition and support the go-to-market campaign.

Within 3 months of execution, EASA was introduced to 10 top economic buyers within the product development departments of several F-100 and TIER-1 companies. Confirmed sales opportunities were identified within 60% of the initial introductions. Ultimately, EASA’s sales pipeline was more than doubled.

“We hired WhiteSpace after failing to get any traction with other groups.
When comparing our investment against our sales pipeline growth, the
results we have obtained from WhiteSpace are over 10 times that of any
other group in the past”

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