Tate & Lyle: Global Collateral Program Development
Tate & Lyle makes food extraordinary. For 160 years, Tate & Lyle has been a global provider of solutions and ingredients for food, beverage and industrial markets. Tate & Lyle specializes in using innovative technology to turn raw materials into ingredients that add taste, texture, nutrients and increased functionality to food and beverage.
While working with Tate & Lyle to develop a global sales and customer facing strategy to define Tate & Lyle’s global sales processes and improve its commercial capabilities, ArchPoint Consulting identified the opportunity to work with the ArchPoint Products division to create a new, dynamic collateral system that was customer-centric and communicated the Tate & Lyle story with a focus on their solutions.
Tate & Lyles’s sales collaterals were so outdated, cumbersome and focused on individual products that they were unused by the sales teams. ArchPoint Products was tasked to develop and finalize a full set of sales materials across a variety of content frameworks in several different global languages. Targeting Tate & Lyle’s current and potential clients in three divisions of product development, marketing, or procurement with different processes, mindsets and concern, it was crucial that the content engaged them all.
To achieve success, ArchPoint Products took a strategic, consultative approach to the creative development of all sales collateral pieces consisting of five phases – Assessment, Strategy, Planning, Execution and Improvement. By pairing the consultative approach with proven project management capabiltities and quality assurance processes, ArchPoint Products concepted, developed and finalized large format brochures, sales sheets, and presentation templates that were accepted globally and used by the Tate & Lyle sales force.