Case Study - Interim

A Meeting Management Provider

The Client
This global client is the world's largest on-demand corporate largest on-demand corporate and events meetings management provider in the $300 billion global marketplace with the capabilities to serve buyers and suppliers worldwide, regardless of their size or type of meeting requirements. Processing more than 2.5 million attendee registrations a year and delivering over $6 billion in revenue opportunities annually to meeting suppliers, this meeting management provider brings together buyers and suppliers of meeting-related services on an unprecedented scale, delivering value through world-class technology and services to its target audiences.

Founded in 1995 by a team of industry leaders who share a passion for helping customers and suppliers realize the huge opportunities available in the effective management of meetings and events, this provider launched its web site in 1997. It effectively used a series of ASP based interactive tools designed in the same way busy meeting professionals think about, plan, and create compelling meetings. The site provides effective design for the savvy meeting professional who requires information, ideas, and inspiration for planning that next great meeting.

The Challenge
At the height of the dotcom explosion, this global meeting management solutions company experienced growth at an exponentially high rate in a fast-moving e-commerce environment where speed to market was a critical measure of success. The process of hiring experienced staff while launching new products aimed at both planners and suppliers, and managing multiple marketing opportunities simultaneously, quickly overwhelmed the entrepreneurs of this explosive venture.

The Solution
Since Torch Group had initially assisted the company in creating a marketing plan, operating budgets and an organizational structure; they had the advantage of e-commerce insight. "We decided it was critical to evaluate and refine the company's business strategies and CVP before adding staff," said Ron Torch, President and CEO of Torch Group.

The first step in the Torch Group process was to evaluate and recommend a qualified e-commerce consulting firm to lead the company through a strategic business planning process to ensure confirmation of the business strategy. Once complete, Torch developed and recommended an organizational marketing department structure to support the revitalized business strategy.

Finally, the time was right to quickly recruit and staff the marketing department with well-qualified managers with the capacity to move the company forward as it organized its priorities for growth. "Our strategy is to place the right people in the right positions for a company," said Torch. "Just placing a warm body does a disservice to the company, and diminishes our long-term credibility with a client."

With this in mind and working closely with senior management, Torch realized that the task of adding 12 new hires was going to take more time than the company could afford if they were to be "first to market." Moving swiftly Torch recommended a parallel process of engaging interim managers with a variety of specializations from web content writers, to graphic designers, to direct and e-mail marketing experts. Torch reviewed its nationwide network of marketing professionals and quickly identified people who were qualified and could start work immediately.

Once these key people were in place, Torch started the more involved and protracted search to fill key full-time positions starting with the most senior leadership, a director of marketing and several senior product and e-commerce marketing managers. The client achieved their goal of "first to market," and their new meeting planning tools were successfully launched. According to the founders of the company, Torch exceeded their expectations for delivering an interim marketing team that was able to accomplish their short-term strategies and tactics, which, in turn, provided the company with the tools to obtain additional business.

Read the Next Case Study

Get Started Today
We are ready to help you bring a fresh perspective to your marketing challenges or find the opportunity that is the best fit for you.

Talent Solutions
Client Portfolio
Case Studies
Founder's Bios
Privacy Policy

Contact Us

Home

Press Room

Torch Group in the News