C A S E  S T U D Y

CUSTOMER GROWTH ACCELERATOR AT GLOBAL LOGISTICS PROVIDER

£200M DEAL CLOSED AND £450M+ IN NEW PIPELINE GENERATED
2X IMPROVEMENT OVER AVERAGE WIN PROBABILITY ACROSS MULTIPLE NEW OPPORTUNITIES
20% IMPROVEMENT IN CUSTOMER SATISFACTION SCORE WITHIN THREE MONTHS

THE CHALLENGE

We helped the Sales teams at a world-leading logistics provider close a £200m deal and unlock over £450m in pipeline with a three-month Customer Growth Accelerator.  

Our client wanted to deepen strategic relationships and expand commercial opportunities in two UK organisations. Each has complex logistics needs involving multiple distribution centers, cold chain requirements and thousands of locations nationally. They needed a fast, focused approach to understand the business context, align strategic priorities, and unlock new avenues for value creation.

Case Study

CUSTOMER GROWTH ACCELERATOR APPROACH

Delivered in partnership with Magnus Consulting, the CGA is a structured three-month growth programme focused on strategic account development. It combines human insight, behavioural science, and strategic messaging to drive growth through influence.

Magnus Consulting combines with Applied Influence Group’s approach to add a crucial layer of value by crafting highly specific value propositions for the account, and then personalised to individual customer objectives.

K E Y  D E L I V E R A B L E S :

01

Market analysis

02

Competitor landscape

03

Value proposition and sub-messages

04

Analysis of stakeholder decision-making process

05

Influence Campaign Strategy

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Stakeholder profiles

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Account stakeholder list (with bespoke attribute analysis)

STRATEGY & OUTCOMES

 

“Overall the impact is the ability to increase our close rate on customer opportunities. I would say that typically we have a less than 15% success rate. With this focus on the process and relationships it increased to 30-40%.”

Business Development  Director [Account 2, a new logo]

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ACCOUNT 1

A long-standing account which was undergoing leadership transitions and facing intense competitive pressure from rival logistics providers.

stRATEGY

  • Strategically remapping peer-to-peer relationships across the organisation

  • Increasing confidence in renewal success by deepening relationships, derisking individual dependencies, and increasing influence

  • Enriching stakeholder intelligence to enable sharper alignment of the client’s propositions to the personal agendas of decision-makers

OUTCOMES

  • De-risked a £170m renewal with a 25% increased win probability
  • Uncovered a new £21m rev, £1.8m EBIT opportunity
  • 20% increase in CXM score achieved in three months
  • Strengthened positioning as a strategic partner
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ACCOUNT 2

A new logo opportunity with a history of missed engagement opportunities, multiple fragmented workstreams, and complex stakeholder groups.

STRATEGY

  • Mobilise internal alignment and momentum across the client
  • Identifying overlaps between the client’s operational capability and specific interests of potential (new) champions
  • Raising awareness of the clients’ strong and stable reputation, strengthening its position in the wider industry through PR initiatives 

OUTCOMES

  • De-risked and ultimately won a £200m RFP response (initial probability 15%)
  • £225m in new opportunities uncovered in 5-year horizon
  • Expanded stakeholder view from 16 to 86 contacts
  • Positioned the business as a future-ready partner

FROM STRATEGY TO ACTION PLAN 

INFLUENCE MAPPING

  • The Influence Mapping methodology, where stakeholders are mapped according to their impact on the objective and their influence with the client, is central to the Applied Influence approach​. It allows us to create new insights by better understanding relevant networks of people. Insights from Influence Mapping are then translated into actions on the campaign Action Plan.
  • The mapping exercise creates a deeper understanding of the human landscape relevant to our objective. It allows the teams to identify key stakeholders, new opportunities, gaps and risks within their network of relationships.
  • The stakeholder map is a living intelligence tool that plays a key role in devising a wider influence strategy​. 

PRE-ACCELERATOR VS 3-MONTH PROGRESSION

Influence Mapping
Please note that this is a redacted and simplified version of the influence map.

THE CGA: WHY IT WORKED

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LASER-FOCUSED MESSAGING

Each stakeholder received messaging tailored to their personal and business drivers

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HUMAN-DRIVEN INFLUENCE MAPS

We identified and nurtured informal influence pathways beyond formal procurement

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CLEAR PLANNING, AGILE EXECUTION

Weekly sprints and fast feedback loops kept our client agile and focused on what mattered

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POWERFUL PARTNERSHIP

The combination of Magnus' GTM expertise and Applied Influence’s behavioural insight was key

THE CGA: CREATING STRATEGIC RIPPLE EFFECTS INTERNALLY

THE CGA PILOT DIDN’T JUST DRIVE RESULTS — IT SHIFTED HOW OUR CLIENT SELLS AND PARTNERS AT A STRATEGIC LEVEL:

 

Aligned marketing and sales more closely around deal-critical insights
Created IP and toolkits to scale the programme across other retail accounts
Enhanced our client’s retail value proposition, sharpening competitive differentiation
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LET’S TALK ABOUT YOUR GROWTH POTENTIAL

Whether you're defending a strategic renewal, preparing for a high-stakes bid, or simply ready to elevate your most important customer relationships — we can help you get there.

Book a strategy session today and discover what the customer growth accelerator could unlock in your business.
 
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