Case study
4 New Opportunities in Week One
How a Capture Plan gave SPI a live read on the stakeholders behind every project in their market and got their BD rep into the right rooms early.
A premium offer that only works if you are early.
SPI is a spinoff of Strait, built to go after larger and more complex projects.
Their edge is real and unusual. They bring Indigenous stakeholders into the planning process early, before the plan is locked. Done right, that is insurance — it takes the single biggest source of late-stage delay off the table before it can happen.
That edge carries a higher price tag. Which means SPI has to be in the conversation early, or the premium never makes sense.
Two things were working against them.
SPI was new and carried none of Strait's recognition. People forgot the two were connected at all.
Worse, they had lost their read on the market. Jobs were scarce. They couldn't see which nations were attached to which projects, or when those conversations were starting. So they arrived late to the rooms where their differentiator actually mattered — and a premium offer presented late is just an expensive offer.
They didn't need more leads. They needed to know who was in the room, and when.
650 stakeholders mapped across 45 companies.
Every record carried three things.
The stakeholder, and the project they were attached to.
The specific factors driving their position, not a generic profile.
The message that would actually land with them.
All of it pushed into SPI's CRM, so their BD rep saw it in her pipeline instead of in a spreadsheet she would open once and never again.
Then we took the same intelligence back up the funnel. If the research said these are the factors that matter, the website had to say them too. We rebuilt the landing pages so the positioning matched what the rep was saying on the phone — and so anyone who looked SPI up after that call found the same argument waiting for them.
Live at the end of week one. Four opportunities in it.
The build went live at the end of week one. In that first week, four new opportunities were identified. SPI's BD rep booked into all four.
“Near instant ROI.”
- BD REP
If you sell into construction, this is your list too.
Your reps are working a list of construction accounts that tells them who exists and nothing else. Not who is deciding. Not what that person cares about. Not whether anything is happening right now. So they arrive late, to the wrong person, with a generic message — and it stops mattering how good your offer is.
Same fix. Map who is actually involved, what drives them, and what to say to them. Put it where the rep already works.
See it on your own accounts.
I'll build you 15 of them, free.