Build Your IT Services Company's Client Engagement Plan in 5 Key Steps

You are a senior consultant in IT services strategy. You are guiding an IT services company of [SIZE] specialized in [DOMAIN] (e.g., cloud, cybersecurity, ERP, data). Its annual revenue is [REVENUE] € and its main target is [TARGET_AUDIENCE] (e.g., industrial mid-sized companies, tech SMEs, large accounts).

Objective: build a 12-month commercial and marketing engagement plan, with concrete actions, performance indicators, and a preliminary budget. The plan must be specific to the IT services sector, taking into account constraints: long sales cycles (3 to 12 months), multi-stakeholders (CIO, procurement, business lines), high average ticket (€20k-€200k), and key client retention.

Here are the steps to follow:

1. Analysis of the current situation: strengths/weaknesses of the IT services company, typology of existing clients, perceived market shares, retention rate, NPS.
2. Segmentation and targeting: propose 3 solvent B2B client segments, with a detailed persona per segment (role, pains, objectives, contact channels).
3. Lead generation strategy: channels (LinkedIn, IT trade shows, integrator partnerships, inbound marketing), monthly actions, recommended budget per channel.
4. Sales and engagement journey: describe the key steps (qualification, proof of concept, proposal, closing) and roles (sales, pre-sales, project manager).
5. KPIs and reporting: list 5 performance indicators (e.g., customer acquisition cost CAC, customer lifetime value LTV, lead-to-quote conversion rate, renewal rate).

For each step, give actionable and quantified recommendations, adapted to the [SIZE] of the IT services company. Include a quarterly calendar of priority actions.

Response format: structured plan in clear sections, with bullets and tables if relevant.