Great ideas come from customers
Most people that inherit a marketing department have the luxury of starting with a previously written plan. In this case, there was only an empty file drawer.
Perceptics produced best-in-class automated license plate readers. A successful divesture from Northrop Grumman left the company with no marketing or sales infrastructure. In addition, most of their revenue was tied to a large government contract for license plate readers at the border to identify threats.
The task was to create a productive sales and marketing process with the goal of developing new sources of volume to fuel future growth. Three small border checkpoints along the Southern border provided the opportunity to dramatically increase sales.
Three inland checkpoints along the Southern Border that were using automated license plate reader to help maintaining a watch for illegal drugs. After meeting with Directors of HIDTA (High Intensity Drug Trafficking Areas) and the DEA, we were given the opportunity to develop a concept of operations paper to expand the use of license plate readers in the war on drugs.
After the white paper was distributed, the DEA secured funding to expand the use of license plate readers to all in-land checkpoints. The opportunity exceeded $6 million.