Sector:
Manufacturing
Service Lines:
Go-to-Market Strategy, Salesforce Effectiveness
Client Situation
A $200M manufacturer and supplier of foodservice equipment was experiencing slow sales growth and flat margins
The Private Equity owner grew frustrated that the company missed sales targets and needed the company’s performance to improve before they could sell it
How We Helped
Developed a detailed fact base on the commercial performance of the business, interviewed management, and the sales, marketing and product teams to obtain views on challenges and opportunities
Completed significant primary research with current and former customers, market participants, competitors and industry experts
Identified several underlying issues on how the company went to market – customer segments were ill-defined, outside and inside sales teams were not clear in their roles, incentives were mis-aligned, and no customer was ever ‘told no’, which led to higher costs to serve and margin leakage
Collaborated with the client team to define a clear Go-to-Market strategy that prioritized customer segments and aligned outside and inside sales teams / roles
Adjusted sales incentives and established protocols and pricing adjustments on how to better handle unique customer requests to prevent margin leakage
Result
Client successfully implemented recommendations and over the following year, significant improvements were realized in sales growth, margins and team morale