Case Study:

Compaq Computer Corp

Objective:

Develop new enterprise-level IT business in targeted Fortune 1000 companies

Strategy:

Build a personal relationship between the targeted CIO or CTO and sales executive

Tactic:

Create an activity or event that would attract targeted CIOs and involve sales executives

Leverage:

CIO Week Conference

Implementation:

An Exotic Auto Rally

 • Invitations to drive an exotic sports car

 • CIOs must contact their Compaq sales executive to sign-up and get details

 • Compaq sales executives participated with their targeted CIO as their copilot

 • Commemorative gifts created for after-event meetings with CIOs

Results:

 • 40 targeted CIOs/CTOs participated

 • Over $28.9 million in incremental new business revenue was tracked during the following year

Program Cost:

Total cost to Compaq was less than $152K