COMMERCIAL GROWTH
Turning SME Strategy into Frontline Commercial Action
Post Office Senior Marketing Manager 2024–2026
High-value local businesses were commercially important to Post Office, but branch confidence and capability to proactively prospect for new SME customers varied considerably.
SME Marketing · Sales Enablement · Local Marketing · Commercial Growth
- 1,606
- Logged prospecting visits
- 69%
- Of logged visits associated with increased deposit volume
- 68%
- Associated with increased deposit value
01The challenge
Where it started.
Turn an SME growth strategy into simple, repeatable actions that could work across a large and varied branch network.
02What I led
What I led.
Led and co-developed the prospecting strategy, toolkit and supporting content.
The toolkit journey
Strategy turned into something branches could actually do.
- 01
Identify
Spot local business opportunity and understand where prospecting could add most value.
- 02
Equip
Give branch teams simple tools, guidance and content they could use with confidence.
- 03
Activate
Support face-to-face visits and local digital activity across the network.
- 04
Measure
Log activity and track what changed, so the commercial effect could be evaluated.
“Good strategy gives people something they can actually do.”
From strategy to toolkit
Practical enablement, not another slide deck.
- Prospecting guide
- Simple steps, prompts and practical guidance to help branches approach local businesses with more confidence.
- Personalised marketing tools
- Local leaflets, Google review cards and branch-specific marketing materials designed to make outreach easier.
- Training & video
- Practical prospecting examples covering what prospecting is, how to prepare and how to put it into action.
- Digital prospecting
- Local social listening, engagement with nearby businesses and community-focused social activity.
Strategic pillars
Face-to-face prospecting
Building personal connections with potential local business customers.
Digital prospecting
Using local social channels and digital activity to find and engage prospects.
Showcase success
Using customer and branch stories to make the value of Post Office services more tangible.
Customer growth
Turning outreach into stronger local relationships and new commercial opportunities.
Digital prospecting in practice
- 01Local social listening
- 02Follow and engage with local businesses
- 03Celebrate small businesses
- 04Profile branch relationships with local businesses
- 05Use local events to strengthen digital visibility
Measure what moves
Activity only counts if it can be evaluated.
- Branch engagement
- Customer acquisition
- Video engagement
- Qualitative feedback
- 1,606
- Logged prospecting visits
- 69%
- Associated with increased deposit volume
- 68%
- Associated with increased deposit value
Association, not attribution. These figures show what moved alongside logged prospecting activity, not proof that prospecting alone caused the increases.
03Impact
What it delivered.
- 1,606
- Logged prospecting visits
- 69%
- Of logged visits associated with increased deposit volume
- 68%
- Associated with increased deposit value
04What I learned
- What worked
- Frontline teams were more likely to act when the strategy was translated into simple, practical tools and clear behaviours.
- What I would improve
- Build even more consistent customer-level tracking so the commercial effect of prospecting can be measured more precisely.
- What it reinforced
- A strategy only creates value when people understand what to do differently because of it.
What people say
“He is a confident and articulate marketer with the ability to bring clarity to complex challenges, connecting the dots across teams, and shaping marketing strategies.”
Next relevant work
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