A marketing and sales program for Food&i
For Food&i we built a full-funnel marketing and sales program: segmentation, a GTM per brand and a lead lifecycle with a tender desk, from brand to conversion.
- Client
- Food&i
- Sector
- B2B facility & catering
- Role
- Marketing & sales strategy
Growing in a market that buys from the shortlist
Food&i sells corporate catering through long, multi-stakeholder and often tender-driven buying processes. 54% of buyers do their research before the first contact, and in 90% of deals the buyer picks a supplier already on the initial shortlist. With several brands (Bedrijfscatering, Break Express and New Fork) at different deal sizes, there was no shared system to get top of mind without losing lead quality.
In 90% of deals the winner comes from the initial shortlist.
From segmentation to a GTM per brand
Segmentation and personas
We broke the market down into workable layers (market, account, buying center, buying group, persona) so targeting and top-of-mind awareness became concrete.
GTM per deal size
Each brand got the right motion: sales-led for large, tender-driven accounts and marketing and product-led for the high volume of Break Express.
45% brand, 55% activation
A full-funnel plan splits budget between long-term brand building and short-term engagement plus sales activation, along the 97/3/1 intent pyramid.
Lead lifecycle with a tender desk
Inbound, outbound and a dedicated tender desk feed one shared pipeline, with reactivation, cross-sell, upsell and retention built in.
A repeatable system, not one-off actions
one approach per brand (catering, Break Express, New Fork)
budget across brand building and activation
from segmentation to lead lifecycle and org design
The result is a marketing and sales program that scales: a shared foundation, a GTM per brand and an engagement engine that makes the brand known before a tender even opens.
“A clear program that finally puts marketing and sales on the same plan, from brand building to the tender desk.”
Marketing & Sales
For Food&i we translated an in-depth workshop into a workable marketing strategy and ABM program, with lead generation and thought leadership as the engine for the long decision cycle in facility and catering.
Marketing strategy that sharpens your growth.
A similar result for your brand? Contact Tanguy.
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Real client reviews on Google.
I have been working with Customer Impact for a while now and it has been a breath of fresh air from the very start. The team complements itself perfectly, so you always have someone with very extensive knowledge of specific aspects of marketing, ranging from ads to web design and strategy. The hands-on approach means you can always get started right away, and the feedback is always clear and honest. No nonsense, just facts.
Axel D.S.
Customer Impact built a strong new website for us and set up a lead generation approach that truly delivers results.
Janitor Waterschoot
They do not just execute, they also think along strategically. Real B2B specialists. Recommended!
Jack Daly
Sharp and fast analysis of the problem, processes and possibilities. No complicated sales talk, fast, and a first setup that works well. A bit more attention to the fine tuning. Pleasant collaboration.
Tandarts.nl
Smooth communication, proactive thinking and everything neatly followed up.
Claire Farrell
Super professional and extremely creative! They managed to adjust and respond to all of our needs numerous times. Highly recommend ❤️
Jovana Vakic
Tanguy combines deep expertise, fresh thinking, and hands-on experience to help growing companies achieve meaningful results!
Daphne N
Great service. Lean and mean. Would definitely recommend.
Chris Gauci
Top quality service. Can only recommend.
Virginia Lesaffer
Professional approach to creating the website for my side business. Happy with the collaboration. Definitely recommended!
Kayna Geusens
I have been working with Customer Impact for a while now and it has been a breath of fresh air from the very start. The team complements itself perfectly, so you always have someone with very extensive knowledge of specific aspects of marketing, ranging from ads to web design and strategy. The hands-on approach means you can always get started right away, and the feedback is always clear and honest. No nonsense, just facts.
Axel D.S.
Customer Impact built a strong new website for us and set up a lead generation approach that truly delivers results.
Janitor Waterschoot
They do not just execute, they also think along strategically. Real B2B specialists. Recommended!
Jack Daly
Sharp and fast analysis of the problem, processes and possibilities. No complicated sales talk, fast, and a first setup that works well. A bit more attention to the fine tuning. Pleasant collaboration.
Tandarts.nl
Smooth communication, proactive thinking and everything neatly followed up.
Claire Farrell
Super professional and extremely creative! They managed to adjust and respond to all of our needs numerous times. Highly recommend ❤️
Jovana Vakic
Tanguy combines deep expertise, fresh thinking, and hands-on experience to help growing companies achieve meaningful results!
Daphne N
Great service. Lean and mean. Would definitely recommend.
Chris Gauci
Top quality service. Can only recommend.
Virginia Lesaffer
Professional approach to creating the website for my side business. Happy with the collaboration. Definitely recommended!
Kayna Geusens
Ready to accelerate your growth goals?
Contact Tanguy, digital strategist and founder of Customer Impact.