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