Synagro
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Synagro Earns a 44-Fold Return Winning New Business with Onvia
Synagro is the country's leading independent, full-service provider of residuals management services to municipalities and industrial customers. The company has three regional sales groups across the nation, including a Rail Transportation Division and Engineering & Facilities Development Group that looks into facilities construction. Government business drives 75 percent of Synagro's business revenue, which is supported by a sales force that spans across the country. Each sales person is in charge of their own states and a sales support team assists them in putting together the proposals and pricing for each region. To generate government sales leads, the company was trying to sign up for vendor lists and monitor new business intelligence. However, the company wasn't confident that they were catching all the right opportunities and needed a source to deliver timely government sales leads. They also wanted a way to track competitive data and gain insight into geographic market intelligence.
Synagro signed up for Onvia Business Builder to solve their government business needs. Kathleen Wright is the Sales Support Manager for Synagro. She reviews Synagro's Onvia Business Builder account on a daily basis, along with two other sales coordinators. She says, "Onvia has provided us with a source for lead notification; we now can tap into opportunities that we might have missed otherwise." Onvia monitors over 73,000 government agencies and private opportunities and captures market intelligence such as updated buyer contact information. Wright says, "It helps that we can easily find contact information on each bid notice." In addition to lead notifications, Synagro also accesses bid results lists, planholders lists, award information, and pre-bid meeting notices to monitor their competition. This market intelligence builds a clearer historical snapshot of the competition's track in the market. Wright says, "We can even look into specific geographic areas to identify where they may want to pursue larger or smaller projects, which helps us make smarter decisions according to our geographic market…ultimately, we further our business opportunities."
With Onvia, Synagro is able to monitor bids and market intelligence strategically, according to individual sales territories. Data licenses are issued to Synagro's geographic sales locations, so the information that is accessed by each sales division is relevant to their state territory and area of focus. The Engineering and Facilities Development group accesses opportunities that are specific to facilities construction, while the other regions focus on leads for residuals management services. This customized delivery of market intelligence has helped Synagro to improve the proficiency of their government sales lead flow system and ensures that all the qualified government leads needed to maximize sales revenue are being captured. By accessing competitive intelligence, Synagro is able to gain a better understanding of how they need to position themselves in the government market so they can prepare more strategic responses to bids and RFPs. Wright says, "I find Onvia to be very valuable to our business…it provides the information we need to help our revenue grow." Synagro also gains visibility into their market with Onvia's market intelligence. Wright says, "We are able to look at specific geographic areas and better plan our resources. For example, we may look at a smaller project and realize that there is no equipment in that area to help complete the job. We can plan for some other smaller projects close to that area to fill that need." The overall benefit of Onvia is Synagro's growing company revenue. Wright says, "Synagro has won multiple projects with the help of Onvia - one yearly contract in particular that we won was valued at $550,000 alone."
Visit the Resource Center to read more about using government award data, bidders lists and planholders lists to bid competitively.
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