The Challenge

CMTS is a modern, vibrant business supplying a very traditional component of the manufacturing industry - machine tools.

The company can trace its roots to the 19th century, now supplying markets in the UK, Europe and worldwide.

The KTP aim was to embed the knowledge, skills and culture within CMTS to facilitate their long-term objective: to grow market share and secure the business for the future. 

The project centred around two inter-dependent challenges:

• Talent retention and succession planning, particularly in skilled and semi-skilled roles
• The need to carve out new markets, improve existing markets and harness the innovation capabilities of the business

The Approach

Colchester Machine Tools identified that their biggest challenge to future growth would be a shortage of staff with appropriate skills in their business. To address this, the KTP project prioritised a longer-term solution focused on training, retaining and motivating employees.

The strategic approach was to map the evolving needs of the business, understand appropriate pay and reward structures, create flexible work patterns, analyse people related business risk, develop plans for knowledge capture and transfer, and develop progression plans aligned with reward structures. A new approach to performance and development reviews has improved communications and provides a formal opportunity for staff to request, or be offered training and development.

By identifying and providing effective training and development opportunities, CMTS aimed to meet the needs of this diverse business, evolve and position itself as an employer of choice.

CMTS needed to optimise sales and grow market share in order to pivot from a tradition of organic sales-driven growth, towards better understanding of their customer base, ability to explore diversified sales channels, and to develop in-house skills to harness innovation and develop more strategic relationships.

A key part of the project was the implementation of a comprehensive, bespoke Strategic Marketing framework within the business, that CMTS could use repeatedly and improve over time. This has helped the company enhance its market research capabilities, identify new opportunities, and better understand its customer base, leading to new business.

Through this KTP, CMTS gained valuable insights to inform their strategic decision-making and future-proof their business.

The Impact

This project has embedded strategic marketing and decision-making practices into CMTS, providing the business with a robust framework to guide its future growth. A significant outcome has been the introduction of succession and progression planning, which supports CMTS's strategy to nurture in-house talent while capturing the knowledge and expertise of experienced staff.

By promoting internal talent development and integrating the skills of younger employees, CMTS has strengthened its position for long-term sustainability in a competitive and skills-short market. Initiatives such as promoting talent stories and leveraging brand awareness for talent attraction have enhanced their appeal as an employer of choice, particularly in sectors like electrical, mechanical, and design engineering.

The project has also contributed to shaping a more tangible and future-focused business culture. Through actions such as annual culture surveys, structured feedback systems, personalised training programmes, and enhanced appraisal processes, CMTS has fostered a culture of innovation, recognition, and agility.

Clear objectives, well-defined job descriptions, and comprehensive succession planning ensure that CMTS's workforce is aligned with its future strategy, creating an environment that is adaptable and forward-thinking.

Another key impact has been the development of strategic marketing knowledge within the organisation.

The project introduced data-driven methodologies and marketing frameworks, which have broadened CMTS's ability to make informed, strategic decisions.

These tools have been instrumental in conducting market research, evaluating competitors, and identifying growth opportunities. The ongoing redesign project of CMTS's website, with improved UX/UI and content management, is a direct result of these efforts.

A live culture and marketing dashboard was developed, enabling real-time data-driven decision-making. A comprehensive content marketing plan and a curated keyword list have been provided to improve CMTS's digital presence, targeting top-performing keywords in the machine tool market. These efforts are designed to increase domain authority, attract a larger audience, and boost website traffic, all of which will contribute to positioning CMTS as a leader in its sector.

Finally, the project has delivered a detailed strategic marketing plan tailored to CMTS's needs. This plan emphasises the unique value of their products such as the Lightning laser marking machine, leveraging CMTS's Made in Britain heritage, quality engineering, and historical brand trust. By integrating traditional and digital marketing channels, the plan establishes a roadmap for sustainable growth, positioning the Lightning series as a key driver of CMTS's future success.