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Strategy

We are focused on three strategic priorities: Customer Centricity, Innovation for Growth and Operational Excellence.

Customer Centricity


We are evolving our strategic direction, working to increase share of wallet with our existing customers and broadening our customer base in new segments, adjacencies and geographies.

Our achievements

We have expanded the key account management programme initiated in 2018 into more of our important global accounts and continued to ramp up the programme’s account-based marketing element. We expanded channel coverage in the eastern Asia, Middle East and Central/South America regions, grew our government business and established new direct channels to enhance our coverage of the enterprise market.



Our priorities

  • Grow share of wallet with our existing customers through further expansion of our key account management and account-based marketing programme.

  • Broaden our reach and relevance in new segments such as cloud service providers, enterprises and government, and into new geographies.

  • Deliver even more value to customers through the evolution of our sales and marketing organisation and by offering more solutions/services.

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Innovation for Growth


As a global leader in testing and assurance, it’s vital that we invest to stay ahead on key emerging technologies.

Our achievements

Our research and development investment included enhancing features, functionality and automation to expand our addressable customer base. We invested in strategic partnerships, including 5G with National Instruments, and in growing recurring revenue streams with more software. We also invested in our people, adding senior leadership with additional capabilities and experience and initiating a “Leader. Assured.” development programme.



Our priorities

  • Invest in infrastructure and talent to further expand our key account and account-based marketing programme.

  • Invest in growing recurring revenue through our services delivery capability and increased software content in our solutions.

  • Invest to make our products even easier for customers to use, improving their efficiency and reducing their time to revenue.

Operational Excellence


We are focused on cash generation and maintaining a strong balance sheet.

What we achieved

We have continued our focus on cash generation and maintaining a strong balance sheet. We began a new initiative to improve the overall efficiency and effectiveness of our sales and marketing organisations whilst starting our evolution to a more agile, collaborative organisation, adding new talent and more change agents.



Our priorities

  • Fully implement our efficiency and effectiveness initiatives for our sales and marketing organisations.

  • Continue to review our portfolio, with a view to growing it both organically and inorganically to align with our strategic objectives and our markets.

  • Drive towards our objective of being an agile, collaborative organisation, capable of moving quickly to capture the full range of opportunities.

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Note: Items with * above are non-GAAP alternative performance measures, see pages 190 and 191 of the Spirent Communications plc Annual Report 2019 for more detail.

Looking to learn more about our key performance indicators? Read it in our annual report on pages 20 and 21.