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Compact case
Subject category: Marketing
Authors: Christoph Burger (ESMT GmbH); Johannes Habel (Warwick Business School)
Originally published in: 2020
Version: 2-Dec-2019
Revision date: 14-Jan-2020

Abstract

This is part of a case series. ZachSoft is a UK-based provider of software solutions. In its B2B software solutions business, ZachSoft had posted appreciable growth for 10 years in a row, but over the last five years, growth has stagnated. With increased competition and cost pressures on customers, the success rate of pitches had declined. Could a forecasting tool identifying key drivers of pitch success help ZachSoft enter a phase of growth again? Amy, in charge of the unit B2B software solutions at ZachSoft, had hired Phil, a young data analyst to set up a model and decided to implement it. While case A deals with the setup of the model, case B puts the learners in the situation of Fred, trying to apply the model in his pitch situation.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Geographical setting

Region:
Europe
Country:
United Kingdom

Featured company

ZachSoft
Employees:
11-50
Turnover:
GBP 10 million
Type:
Privately held
Industry:
Software

Featured protagonist

  • Fred (male), Sales Consultant

About

Abstract

This is part of a case series. ZachSoft is a UK-based provider of software solutions. In its B2B software solutions business, ZachSoft had posted appreciable growth for 10 years in a row, but over the last five years, growth has stagnated. With increased competition and cost pressures on customers, the success rate of pitches had declined. Could a forecasting tool identifying key drivers of pitch success help ZachSoft enter a phase of growth again? Amy, in charge of the unit B2B software solutions at ZachSoft, had hired Phil, a young data analyst to set up a model and decided to implement it. While case A deals with the setup of the model, case B puts the learners in the situation of Fred, trying to apply the model in his pitch situation.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Geographical setting

Region:
Europe
Country:
United Kingdom

Featured company

ZachSoft
Employees:
11-50
Turnover:
GBP 10 million
Type:
Privately held
Industry:
Software

Featured protagonist

  • Fred (male), Sales Consultant

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