Client Spotlight: Intergraph
About the Company
Intergraph® is a leading global provider of engineering and geospatial software that enables customers to visualise complex data. Businesses and governments in more than 60 countries rely on Intergraph’s industry-specific software to organise vast amounts of data and infuse the world with intelligence to make processes and infrastructures better, safer, and smarter. The company’s software and services empower customers to build and operate more efficient plants and ships, create intelligent maps, and protect critical infrastructure and millions of people around the world.
In October 2010, Intergraph was acquired by and is now a wholly owned subsidiary of Hexagon AB. Hexagon is a leading global provider of precision measurement technology systems.
m62 worked with the Europe, Middle East, Africa and India (EMIA) branches of Intergraph’s Process, Power & Marine division (PP&M), which is the world’s leading provider of enterprise engineering software for the design, construction, and operation of plants, ships, and offshore facilities.
Intergraph PP&M EMIA wanted a corporate sales presentation that would provide a high-level overview of the company’s offerings. The presentation was designed to be ‘a foot in the door’, delivered to the Upper Management of prospective companies to encourage initial interest in Intergraph’s solutions.
It was really important to Intergraph that the presentation looked professional, and provided a clear introduction to its offerings without spending too long talking about the company itself.
Intergraph’s presentation was to be delivered to the Upper Management of prospective companies, whose time is typically in high demand. The presentation needed to be catchy and short, whilst still getting across the relevant information.
Intergraph is a very technical company, and the temptation had always been to go into a high level of technical detail, expressing this with lots of images and text on the slides. This tendency had led to presentations in the past failing to get to the point, and losing the message in favour of the detail. Intergraph needed to get the relevant technical information across without overshadowing the message (key company differentiators, benefits and value for customers), and therefore not presenting the Value Proposition.
Intergraph’s presenters were used to reading text from bullet-pointed slides, and most were inexperienced in working with visual, non-text-based slides. The presenters would have to learn why slides should be visual, and how to present visual slides for maximum engagement and effectiveness, in addition to bringing across a story and message, instead of a sequence of slides.
Sally Bos, Senior Marketing Manager at Intergraph Europe, commented:
We decided that the presentations we’d been creating ourselves were not good enough, with too much text and inappropriate images. We never described and delivered the Value Proposition properly, as we strayed too much into the technical detail. I believed that we needed outside help to get a fair reflection, and m62 were suggested to me by a colleague who had worked with them in the past.
m62 held a 2-day workshop with Intergraph employees from sales, business development and marketing, to really identify the right messages, Value Proposition and information for the corporate presentation.
m62 reworked Intergraph’s messaging and produced an introductory presentation that was benefit-driven and really focused on selling Intergraph’s solutions and services, rather than discussing the technical detail.
m62 visualised the presentation messaging so that the finished presentation was visual instead of text-based, and used high quality design and images. This would keep the audience engaged, and get the Upper Management’s attention.
Intergraph rolled out m62 Killer Presentations training across the EMIA (Europe, Middle East, Africa & India) region, holding several different training courses in various locations around Europe. This ensured that everyone involved in selling truly understood how to present the corporate presentation effectively, and ultimately how to sell effectively.
Sally Bos commented:
I believe that the m62 Killer Presentations training is key to understand what you need to do differently if you really want a change in presenting behaviour. The training is very fact driven, and really changes the presenter mindset. The presentation was great, but it was the training that helped the change in mindset of our sales force, which was really key for Intergraph.
The sales force of Intergraph PP&M EMIA has changed its approach to presenting its Value Proposition, and the m62 project has received support from the global branch. The corporate presentation was so well received that Intergraph are now moving forward with a product portfolio presentation too.
Sally Bos commented:
We’re happy we chose to work with m62, and we’ve experienced good results from the presentation. We held off producing our portfolio presentation until key people had been trained by m62, so that they would really understand how to approach it from a sales point of view. We’re really looking forward to getting on with our portfolio now, and getting the presentation pushed out globally.
Working with m62 was clear and straightforward. We have a good relationship, and it’s definitely a continuing one. We often find ourselves calling m62 and asking, ‘Can you help again?’
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Edward Balchon of Malcolm Pirnie
We were delighted at the reaction we saw from prospects. To have a group of potential clients comment hugely positively on the difference between our presentation and the competition’s proved that a well designed and delivered presentation really is the difference between winning or losing a pitch.