The history of mercenaries or Private Military Contractors goes far back in our history. The past fifteen years has seen an increase in this industry and perception issues that impact operating and financial performance.
One firm wanted to prove that at its core are highly trained professionals providing vital services. Its leadership wanted to ensure the public and clients they are morally and ethically bound as standing militaries. From a business perspective they aspired to be a professional services firm.
Instead of looking within the industry we referenced law and consulting firms as best practice for marketing and sales. We devised a new go-to-market strategy to speed up the sales cycle and differentiate the offer. We gave this fierce competitor a new story to standout.