LCG Technologies Corporation

About LCG Technologies Corporation

Established in 1994, LCG Technologies Corporation (LCG) is an IT consulting firm that specializes in translating business needs into IT solutions. Headquartered in Timonium, Maryland, the company targets small and medium-sized businesses throughout the mid-Atlantic and mid-West. LCG helps clients tactically develop, integrate and align technology to improve their businesses. LCG uses its proven D3 Methodology to identify business needs, optimize existing technologies and apply the appropriate technologies that deliver measurable business results.

Managing Growing Pains

Originally founded to provide IT services to businesses in the manufacturing and insurance industries, LCG had undergone a transformation over its ten years of profitable growth. In 2004, the company’s management recognized the need to create a marketing strategy to drive and manage growth. Moreover, they needed to develop a strategy that would effectively position and deliver the right messages to its target audiences.

LCG and MarketPoint began working together to navigate and manage the company’s strategy for growth. The first order of business was to clearly define LCG’s service offerings, evaluate its customer perceptions and determine the most effective course for achieving its business goals.

From Market Focus to Strategic Planning

MarketPoint, met with LCG’s management team and began by conducting an internal and external marketing and communications audit. It helped LCG redefine their technology solutions within the framework of four vertical areas of expertise. The outcome? A strategic plan that outlined clear, concise messaging and a targeted marketing approach.

As LCG began integrating the marketing strategies, MarketPoint and its affiliate network continued to be a trusted resource in research, case study development and general strategic marketing support. In mid-2005, MarketPoint helped drive development of LCG’s strategic plan to address the following:

• What are LCG’s long-term goals?
• How can LCG align its internal operations, administrative functions and sales/marketing efforts for short-term and long-term success?
• What specific steps are required in the coming weeks, months, and years to achieve our goals?

MarketPoint worked through a series of planning sessions with senior management to answer these questions and devise a plan to move LCG in a positive and cost-effective direction.

Building a Strategic Plan

In order for LCG to identify and discuss the critical issues, establish accountability and commit to major milestones, MarketPoint:

• Collected and synthesized information from key executives
• Facilitated dialogue and planning sessions, encouraging brainstorming, continued discussion and issue-resolution where appropriate
• Collected, summarized and documented the results in a detailed plan

“We had quite a few ‘what if’ discussions,” says Andy Gurd, Vice President of Corporate Development. “With MarketPoint’s help, we were able to use these discussions to help narrow our focus as well as document a strategy and the necessary steps for a clear path of growth.”

Implementing a Four-Pronged Strategy

From MarketPoint’s queries and brainstorming sessions came a four-pronged strategic plan, which integrated the sales, back office and consulting services teams. Each strategy had five to 15 tactical steps to help meet objectives. The effort was a collaborative one, with MarketPoint and all branches of LCG participating.

“The strategic plan really is a dynamic one,” explains Gurd. “We continue to work on each step with appropriate assistance from MarketPoint. As a result, we have a more concentrated vision for the company.”

Expanding as a More Organized and Focused Organization

MarketPoint’s professionalism, detail-oriented focus, straightforwardness and a business-driven attitude enabled LCG to:

• Generate greater collaboration and integration between departments
• Create benchmarks to meet tactical steps and long-term objectives
• Enhance accountability in the goal-setting process

“MarketPoint asks the tough questions necessary to drive one’s business,” concludes Gurd. “They don’t let incomplete answers go by and that’s important in achieving growth today. If you’re looking for a collaborative group that will get you to a result, then MarketPoint is that company.”

LCG continues to engage MarketPoint and its affiliates in other endeavors, confident that they will reach their long-term objectives and grow in the most efficient way possible.

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