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New Brand Extension

Client: A $50 billion national ancillary health insurance services provider

Situation: The organization unified the corporate brand by consolidating dozens of disparate companies under one image umbrella. Having achieved that, the Board expected a 50% boost in both revenue growth and EBIT.

Problem: The consolidated entities were overlapping their new business pursuits, failing to open new markets, cannibalizing existing target markets, and unnecessarily ‘buying share’ to close the revenue gap.

Solution: Develop and install a proprietary data-driven analytic engine for business lead generation. Then parse the new business opportunities to the appropriate, high-probability success subsidiaries for sales outreach.  

Results: The program achieved a $2 billion boost in revenue directly attributable to the lead generation efforts. And created $7.5 billion in an indirectly attributable revenue rise.

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