Case Study

Cable&Wireless Worldwide vertical GTM strategy

An Imaging Solutions provider, a subsidiary of Fujitsu Ltd, needed to cut through the competitive noise bombarding its channel partners in a crowded market
Cable&Wireless Worldwide vertical GTM strategy


Cable&Wireless Worldwide delivers advanced IT and communications services to enterprise and public sector clients in the UK and globally.

Cable&Wireless Worldwide needed a vertical go-to-market strategy to strengthen their position in the enterprise market. OneGTM provided end-to-end support in understanding the competitive environment, defining the proposition and GTM plans, and built GTM toolkits and sales enablement programmes.

Significant improvements in all of the KPIs

Increase in customer advocacy

Supporting a broader range of GTM activities


The client wanted to strengthen their position within their target enterprise market by re-focusing their go-to-market approach around key vertical sectors. To underpin this strategy C&WW needed to put in place a scalable framework for defining vertical sector strategies, and then building and executing integrated go-to-market plans.


OneGTM initially worked with C&WW to help define an end-to-end process for vertical sector go-to-market, which would ensure that sector strategies were based on a sound understanding of the competitive and market environment and would have buy-in across the business. We then worked with key stakeholders within the business to define the propositions and go-to-market plans for each of the C&WW’s target verticals, including Banking, Retail and Utilities. Once the plans were approved OneGTM then programme managed their implementation and also delivered many aspects of the plans including defining campaign themes, building go-to-market toolkits, creating thought leadership materials and delivering the sales enablement programmes.


Within six months of the launch of the plan the client saw significant improvements in all of the key performance indicators that they were tracking, including customer advocacy ratings, sales activity levels and sales pipeline value. The success of this programme has seen OneGTM engaged to support a much broader range of C&WW’s go-to-market activities in the UK and globally.

" OneGTM made a great contribution to the successful launch of the CWW Banking Sector and have worked as an integral part of our team... Everything has been delivered to a very high standard and is producing great results!

Michele Metcalfe

Director, Banking Sector