Challenge
Increasing revenues required developing programs so that the entire sales network including internal field sales, manufacturer's reps and distributors worked together to improve results.
"Our sales teams - both internal and external - are now aligned to support our go-to-market strategies to drive revenue growth."
VP Regional Sales - Mid Market Manufacturing Company
The client needed to drive top line sales growth - within a complex sales environment including internal sales, manufacturer's reps and distributors.
The client had grown by acquisition - where each company was allowed to operate independently. This was causing go-to-market and channel conflicts that were negatively impacting sales and not allowing the client to take full advantage of opportunities. The client knew they needed to establish a single sales strategy, culture, organizational structure and win-win partner sales programs to achieve their revenue objectives.
Proposal
Business Unlimited was hired to develop a new sales strategy.
Stages in the engagement included:
• A new organizational design with sales territory realignment and coverage expansion.
• Development of an enhanced distribution channel program.
• Establishment of a Manufacturer's Rep improvement program.
Outcome
The results of Business Unlimited's participation led to:
An improved culture where the sales teams worked together to target customers in their regions.
A sales structure that allowed the client to go-to-market considering all product lines - rather than a silo-based approach.
A solid distribution program with clear expectations - from the perspective of what the client will do for the partner and what the partners will do for the client.
A revitalized and performing Manufacturer's Rep group focused on expanding revenues.
Improved fiexibility to meet competitive pricing pressures to win and retain business.
Cross-departmental processes that appropriately involve Marketing and Engineering in the sales processes.