1. THOMSON REUTERS Case Study
‘Flexible Solutions for Hedge Funds’ campaign
Andrew Kenward – Client Director

2. VIDEO INTRODUCTION
Stream:
http://93.174.136.29/Clients/ThomsonReuters/Award/v1x/index.htm
Or
Download
http://93.174.136.29/Clients/ThomsonReuters/Award/Awards_Showre
el.zip

3. SITUATION – SOLUTION – VALUE DELIVERED
• Our Clients situation & objectives
• The 3 stage solution
• Value delivered

4. THOMSON REUTERS SITUATION
• In 2008 sales to Hedge Fund industry slowed down due to the
financial crisis
• Many specialists left the business
• In 2010 Thomson Reuters improved their offering
• Hedge Fund companies have very knowledgeable and demanding
buyers

5. CLIENTS OBJECTIVES
• Mobilise Sales to call on Hedge Funds again
• Raise buyers awareness of the breadth of solutions
• Develop market segmentation
• Enable sales to clearly articulate how they deliver value through
joined up solution propositions with highly targeted messages based
on specific challenges
• Creation of marketing and sales support materials

6. STAGE 1 – PROPOSITION AND MESSAGE DEVELOPMENT
• Market context – the current market themes and events that are driving
hedge funds to change and invest.
• Buyer insights – who the target segments and decision makers are for the
proposition and their characteristics.
• Business challenges – the business issues that will drive demand for this
proposition and how hedge funds see the associated pain or opportunity.
• Our proposition – the TR capabilities that go together to create this
proposition.
• Value propositions – how TR delivers value to the different segments and
decision makers.
• Differentiation – compelling reasons for customers to choose TR over the
competition.

7. STAGE 2 – MARKETING AND SALES SUPPORT MATERIALS
Hedge Fund Brochure – setting out the overall TR proposition for the hedge
fund industry, articulated around the key components of workflow.
Investment Approach Factsheets – articulating the TR proposition for hedge
funds running a particular investment approach.
Sales Guides – in-depth guides for sales people setting out the alternative
investment industry landscape, current market themes and drivers, how the
market is segmented (size of firm, number of years in operation, investment
approach etc), the key decision makers and the business challenges they face,
the available TR solutions, how they deliver value, and reasons to choose TR
Smart Discovery Guides – interactive tools that enable account managers to
get up to speed quickly with the decision makers to target, the business
challenges they are likely to face, the questions to ask, and the TR solutions to
position with them.
To view the marketing materials visit www.thomsonreuters.com - search for ‘hedge funds’.

8. STAGE 2 – MARKETING AND SALES SUPPORT MATERIALS

9. STAGE 3 – SALES ENGAGEMENT
POWERsession® – multimedia driven workshop to equip, motivate,
and mobilise sales around the new opportunities they have with
hedge funds. POWERsessions® are led by local sales managers who
receive a complete multimedia package including an interactive
onscreen presentation, supporting presenter-led video, video
interviews with key stakeholders, team activities, and a simple yet
comprehensive leader guide to run the session.

10. STAGE 3 – SALES ENGAGEMENT
The objectives of the POWERsession® included:
• Familiarisation with the alternative investment industry landscape
plus current market themes and drivers
• Introduction to the way TR is segmenting the market – size of firm,
investment approach etc.
• High level understanding of the typical workflow in different types of
hedge fund and the business challenges they face
• Overview of the TR solutions
• Hands on experience with the range of supporting sales kit
materials
• Initial development of a „heat map‟ for a real account

11. VALUE DELIVERED
• Fast, cost effective engagement with multiple proposition stakeholders
• Messages that truly resonate with customers
• Marketing materials that engage and inform
• Simultaneous roll-out to distributed sales teams
• Strong buy-in and commitment from local sales managers

12. CLIENT TESTIMONIAL
“ This approach enabled us finally to crack the problem of
engaging with a huge range of people across the company to
develop a consistent and powerful set of messages for hedge
funds – and then get real engagement with the sales teams.”
Michael Shires
Global Head of Propositions, Hedge Fund Solutions

13. RESULTS
In the first quarter of 2011, following the setting up of the new Hedge
Funds team and the roll-out of the campaign, more than 10 major sale
opportunities were generated with annual revenue potential of over
US $2 Million, delivering an initial 800% return on investment.

14. THOMSON REUTERS Case Study
‘Flexible Solutions for Hedge Funds’ campaign