The Challenge
Mario Scalzo, CEO of Itally (a clever play on "IT ally" and a subtle nod to Italy) and a proud son of Calabria, approached LanziCo with a bold vision to propel digital transformation across Mezzogiorno. In this historically overlooked region of southern Italy, small businesses were caught in a technological time warp—clinging to paper records, rudimentary Excel spreadsheets, and manual processes that threatened to leave them behind in an increasingly digital world.
Mario initially wanted to engage innovation managers as middlemen to new projects. The idea was to launch a targeted email campaign but Mario lacked clarity on his value proposition and how to structure mutually beneficial collaborations.
Our Approach
LanziCo partnered with Itally to refine its strategic core and build a solid sales foundation through:
- Connecting personal narrative with business objectives. Through workshops and strategic sessions, we helped Mario link his personal story and motivations with Itally's mission. Using the "Hero's Journey" framework, we crafted a compelling narrative that resonated with potential clients.
- Translating narrative into practical offerings. We defined core business flows - like a bakery managing procurement and inventory, or a retail shop integrating POS and CRM tools. This clarity helped identify ideal customer profiles and develop targeted value propositions.
- Developing a strategic sales approach. We guided Mario in creating a 2025 sales strategy focused on simplicity, scalability, and trust, identifying initial channels including referrals, networking, and digital presence.
Strategic Pivot
What began as a plan for a targeted outreach campaign evolved into something more fundamental. Our collaboration revealed the need to establish a comprehensive foundational strategy encompassing Itally's broader mission and vision. This shift created a more robust market position that could support various initiatives aligned with Itally's core values.
Results
With clear direction established, Itally's path forward opened up. Mario now:
- Collaborates with other Odoo partners internationally but in particular those in Southern Italy.
- Generates recurring revenue that funds continued marketing activities
- Validates packaged products for specific business types
- Expands his community of SMEs embracing digital transformation in Calabria
Impact Beyond Business
Itally's work extends beyond selling services. Each company they help digitise contributes to higher living standards for families and strengthens the local community. By building a network of digitally-enabled businesses, Itally contributes directly to economic development in Mezzogiorno.
Ongoing Partnership
LanziCo continues supporting Itally's sales strategy and has developed an educational content approach for LinkedIn that Mario is currently implementing. This ongoing collaboration ensures Itally remains responsive to market changes while staying focused on its core mission.
Key Takeaways
- Connecting personal stories with business objectives creates meaningful market positioning
- Clearly defined customer profiles enable more effective outreach
- Strategic partnerships amplify reach and accelerate growth
- Digital transformation creates cascading positive effects in local economies
- Adaptability allows businesses to pursue new opportunities while maintaining mission integrity
