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? Book a free strategy call with Tanguy.
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All resultsWhat clients say about us
Real client reviews on Google.
Strong lead generation and analysis of growth opportunities using AI technology that makes a real impact.
René De Keyzer
I have been working with Tanguy for three years now and it is always a pleasure. Plenty more good things to come!
Pieter-Jan Maleux
Tanguy combines knowledge, fresh ideas and hands-on experience in a rare way that makes a tangible difference for growing companies.
Fern Thanaporn Uparirat
Fantastic company to work with. They helped us build our website and with lead generation, and we are very happy with it. The smooth communication made the whole process pleasant.
Lahcene Merzoug
Customer Impact built a strong new website for us and set up a lead generation approach that truly delivers results.
Janitor Waterschoot
Tanguy built a completely new website for us, with a structure and message truly focused on convincing visitors. Highly recommended.
Sam Van den Bosch
I have been working with Customer Impact for a while now and it has been a breath of fresh air from the start. The team complements each other perfectly, so there is always someone with deep expertise in a specific field.
Axel D.S.
Sharp and fast analysis of the problem, the processes and the opportunities. No complicated sales pitch: fast, with a well-working first setup. Pleasant collaboration.
Tandarts.nl
Super professional and incredibly creative. They responded to all our wishes time and again. Truly recommended.
Jovana Vakic
Smooth communication, proactive thinking and everything neatly followed up.
Claire Farrell
Their creativity, professionalism and focus on results really stand out.
Natalia Echeverri
Professional approach to building the website for my side business. Happy with the collaboration. Recommended!
Kayna Geusens
Particularly impressive. The expertise is truly astounding!
Chris Kiefert
Very satisfied with the service. Truly professional. I am super happy and recommend it to everyone. Many thanks!
Tatiana Maeijer
Top quality and service. Truly recommended.
Virginia Lesaffer
Strong lead generation and analysis of growth opportunities using AI technology that makes a real impact.
René De Keyzer
I have been working with Tanguy for three years now and it is always a pleasure. Plenty more good things to come!
Pieter-Jan Maleux
Tanguy combines knowledge, fresh ideas and hands-on experience in a rare way that makes a tangible difference for growing companies.
Fern Thanaporn Uparirat
Fantastic company to work with. They helped us build our website and with lead generation, and we are very happy with it. The smooth communication made the whole process pleasant.
Lahcene Merzoug
Customer Impact built a strong new website for us and set up a lead generation approach that truly delivers results.
Janitor Waterschoot
Tanguy built a completely new website for us, with a structure and message truly focused on convincing visitors. Highly recommended.
Sam Van den Bosch
I have been working with Customer Impact for a while now and it has been a breath of fresh air from the start. The team complements each other perfectly, so there is always someone with deep expertise in a specific field.
Axel D.S.
Sharp and fast analysis of the problem, the processes and the opportunities. No complicated sales pitch: fast, with a well-working first setup. Pleasant collaboration.
Tandarts.nl
Super professional and incredibly creative. They responded to all our wishes time and again. Truly recommended.
Jovana Vakic
Smooth communication, proactive thinking and everything neatly followed up.
Claire Farrell
Their creativity, professionalism and focus on results really stand out.
Natalia Echeverri
Professional approach to building the website for my side business. Happy with the collaboration. Recommended!
Kayna Geusens
Particularly impressive. The expertise is truly astounding!
Chris Kiefert
Very satisfied with the service. Truly professional. I am super happy and recommend it to everyone. Many thanks!
Tatiana Maeijer
Top quality and service. Truly recommended.
Virginia Lesaffer
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