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Both JLA and Citation count SME care homes as a core customer segment. They also engage with the same end user (the care home manager) as well as offering highly complementary services (the outsourcing of facilities management and the outsourcing of compliance and legal affairs).

We realised that a marketing partnership made sense.  That’s why we connected the two management teams.

This started at the Hg Sales & Marketing Forum and continued into a project to use CRM data analytics to identify opportunities, and then a number of joint workshops to develop product, marketing and sales plans together.

These joint marketing campaigns and sales referral programmes have resulted in a new lead-generation strand for each company, with a measurable impact on revenue generation.