VodafoneZiggo is a joint venture between Vodafone Group, one of the world’s largest telecommunication companies, and Liberty Global, the biggest international TV and broadband internet company. Together, under the VodafoneZiggo brand, they offer fixed, mobile and integrated communication and entertainment services to consumers and businesses in the Netherlands.
The inflexion point
VodafoneZiggo’s objective was to accelerate growth with its most important accounts. To achieve this, it wanted to create a multi-tiered ABM programme that could flex and scale with the growing needs of the business. It was looking for an external partner to help them shape and build the programme, helping to secure senior stakeholder buy-in and drive long-term, sustainable growth.
Our engagement
The engagement between VodafoneZiggo and Inflexion Group began in early 2022 and has continued ever since. During this time, the ABM programme has evolved into what is now an award-winning initiative driving proven results – namely, significant growth.
Together, the VodafoneZiggo and Inflexion Group partnership has delivered:
- ABM strategy development and programme design – creating a blended model for VodafoneZiggo combining strategic, cluster and programmatic ABM, including account selection and account prioritisation for each type.
- ABM planning – building and executing ABM plans across strategic and cluster ABM workstreams, including insight gathering, messaging and proposition development, campaign planning, and reporting.
- Project Management Office (PMO) creation – constructing a series of PMO assets to industrialise VodafoneZiggo’s ABM approach and ensure consistency.
- Measurement and governance structures – enabling VodafoneZiggo to report on and quantify the value the programme is adding to the business for relevant stakeholder.
“What’s been unique about the VodafoneZiggo and Inflexion Group relationship has been its true partnership approach. Together, we have built a flexible resourcing model with Inflexion Group providing ongoing mentoring alongside their consultancy services, and with the ability to scale-up when the team needs more support or hands-on resources. This is where their practitioner experience adds real value; being able to offer thought leadership experience but also getting involved in the detail when we need it,” explains Eva Croonen, Senior Digital Marketeer.
Key outcomes
VodafoneZiggo’s ABM programme recently won an internal sales award for business impact, highlighting its contribution to the company’s growth and its importance to sales and the wider business. Across the programme, it has achieved:
- Its pipeline objectives, securing a significant deal in one of its focus industries
- A 5% increase in value-added services sales
- A 50% increase in strategic, decision maker contacts
- Stronger value propositions and co-creation processes
Susan Konings, Senior Channel Marketeer at VodafoneZiggo is delighted with the results, confirming:
“the success of our ABM programme, crowned by a sales award, underscores its pivotal role in driving business growth. We’ve exceeded our pipeline objectives and significantly enhanced our strategic relationships.”
