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Our client is one of the world's leading ICT companies, with operations in more than 160 countries and a broad portfolio of computing and technology solutions for businesses and consumers. To respond to changing customer expectations and support the transition towards more circular business models, the company introduced leasing and As-a-Service solutions to complement its traditional product sales.
Although the client had successfully launched its leasing offering, adoption remained below expectations. The company had invested in financing solutions, but the commercial results were not yet aligned with its ambitions.
Operating through an extensive indirect reseller network created additional complexity. Resellers lacked the confidence, tools and commercial incentives to position financing and As-a-Service solutions effectively, while internal sales teams were still leading most customer conversations. The organisation needed to increase market awareness, generate more qualified leads and empower its reseller ecosystem to independently sell recurring commercial models.
Black Winch partnered with the client to accelerate the commercial adoption of its As-a-Service offering. Rather than redesigning the business model, we focused on strengthening the sales and marketing engine behind it, enabling both internal teams and reseller partners to confidently generate demand and convert opportunities.
Strategy
We supported the transition from a limited pilot programme to broader market deployment by defining a scalable commercial strategy. This included evolving from isolated initiatives to a structured approach capable of increasing market reach and building sustainable As-a-Service adoption across the reseller network.
Marketing
We developed and executed market education and lead generation initiatives designed to increase awareness of the leasing offering. Localised marketing materials, customer success stories, campaigns and sales collateral helped create market demand while equipping reseller partners with consistent messaging to communicate the value of As-a-Service solutions.
Sales
We strengthened the commercial capabilities of both the internal sales organisation and reseller ecosystem through dedicated training, a tailored As-a-Service sales methodology, pricing tools and incentive programmes. We also helped shift the organisation from a model dependent on C-level involvement to one driven by dedicated As-a-Service champions, enabling resellers to independently identify opportunities, position financing solutions and close more recurring revenue deals.
Funding
We supported the evolution of the company's funding approach by helping increase financed volumes through an enhanced partnership with an external funding provider. This created a more scalable financing structure capable of supporting future growth.
Finance
We helped strengthen the financial model by reducing exposure to end-customer insolvency risk through external financing structures. This enabled the organisation to focus on growing recurring revenues while improving financial resilience and supporting long-term programme sustainability.
Launching an As-a-Service offer is only the first step. Success depends on enabling your sales teams, partners and reseller network to confidently sell it. From market education and lead generation to sales enablement and funding strategy, Black Winch helps technology companies turn As-a-Service ambitions into measurable commercial growth.
Contact us to discover how we can help scale your recurring revenue business.