Developing a North American sales effectiveness strategy
A Fortune 100 company approached Synovate Business Consulting in 2007 to help improve the sales force effectiveness for its network management software solution in North America.
The consulting team first carried out a series of discussions with the client team to understand the present sales force structure and customer segmentation. This was followed by thorough analysis of potential customer segments including revenue, size, a surrogate analysis for network investment, etc. In parallel, detailed face-to-face discussions were held with key users within the identified user verticals and sizes for better evaluate their current usage, need-gaps, expansion plans, future investments and competitive performance benchmarks.
The results were compiled to arrive at a customer segmentation model based on opportunity and were classified as Platinum, Gold and Silver. The recommendations included customer segment bucketisation methodology, opportunity prioritization for sales force deployment, targeting strategies and customer service standards.
This engagement formed the basis of their sales force deployment plans and targeting strategy. This model equipped the team with the right manpower and marketing strategy for their annual operating plans and budgets.