Transforming Optima Partners with iQlink

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Optima Partners is an advanced data and business consultancy that collaborates with leading consumer brands to drive transformation and catalyze customer-centricity. Renowned for their expertise in customer strategy, innovative design, and cutting-edge data science and engineering, Optima helps organisations evolve and unlock latent value. Their client base spans Financial Services, Telecoms, Energy, and Pharma and Biotech sectors.

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The Challenge

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Optima embarked on a significant business transformation journey. As the firm transitioned from an associate-based delivery model to a predominantly employee-driven one, they faced new challenges:

1. Sales Processes: The need to broaden sales and forecasting responsibilities while professionalising the team’s approach.
2. Resource Planning: Ensuring accurate recruitment timing and optimising employee utilisation.
3. Operational Systems: Adapting systems to align with the evolving business model and ensure data-driven decision-making.

iQlink, a specialist in business process solutions on the Salesforce platform, partnered with Optima to address these challenges. With nearly two decades of experience supporting Professional Services and Legal sectors, iQlink brought deep expertise in Salesforce CRM and Kantata SX (formerly Kimble) PSA solutions. Over the first three years of engagement, Optima achieved remarkable growth: revenues doubled, permanent staff tripled, gross margins increased by a third, and the firm secured significant investment.

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Solution Delivered
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iQlink’s engagement team comprised a business consultant and functional/technical consultants who worked collaboratively to implement impactful changes in three key areas:

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1. Business Change to Increase Performance

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Optima was expanding its offerings to include a new Data Science practice, complementing its established management consulting services. To support this growth:

• Sales Process Improvements: iQlink developed a consistent sales and forecasting process. Regular meetings ensured alignment on opportunity assessments, win probabilities, and close dates, leading to more accurate quarterly revenue forecasts.
• Incentive Schemes: A new incentive model was introduced, focusing on gross and operating profit to align management and shareholder goals.
• Resource Planning Enhancements: Streamlined planning processes improved employee utilisation and recruitment timing.

These efforts built trust in forecasts and enabled more effective business planning.

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2. System Reconfiguration to Support Growth

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iQlink reconfigured Optima’s Kantata SX platform to:

• Enable real-time performance tracking by account, service line, practice, and engagement.
• Introduce weekly time recording for enhanced accountability and accuracy.
• Develop “snapshotting” functionality to compare forecasted versus actual performance.
• Create custom dashboards for account owners and engagement managers, improving visibility into purchase order consumption and profitability.

These changes empowered managers with actionable insights and enhanced data accuracy, enabling more confident board reporting.

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3. Operational System Management and Maintenance

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The iQlink team provided ongoing support, including:

• Weekly backlog prioritization meetings with Optima’s finance, operations, and marketing teams.
• Resolution of technical and data issues.
• Seamless upgrades to the Salesforce Lightning interface.
• Continuous enhancements to performance reporting and presentation.

iQlink also managed support tickets with Kantata to ensure smooth system operations.

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Results and Impact
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Through iQlink’s tailored solutions and expertise, Optima achieved:

• Enhanced alignment across business practices and key stakeholders.
• Improved sales, resourcing, and fulfillment processes.
• Increased operational efficiency and profitability.

Optima’s leadership now has the tools and confidence to drive sustainable growth, supported by robust systems and reliable performance insights.

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Conclusion

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The partnership between Optima Partners and iQlink demonstrates the transformative power of aligning business strategy with technology. By reconfiguring processes, optimizing operational systems, and fostering alignment, iQlink has helped Optima unlock significant value, paving the way for long-term success.

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