Client
A family-owned, second-generation multi-national manufacturer.
Problem
The company president (founder’s son) was frustrated by systemic inefficiencies and negative results. The business relied on distributor and manufacturer reps to generate sales, which had plateaued as expenses rose.
Solution
CSI helped the client develop a sales-focused growth strategy. Using CSI’s Seven Touchstones of Strategy, the team re-evaluated resource allocation and focus in the organization. Key components of the revamped strategy included:
- Conscious market choices
- Careful selection of products
- Alternative distribution channel options
- Redeployment of sales
- Marketing investment
Outcome
The new strategy dramatically changed the way the company went to market. In select markets, it opted to deploy its own sales force. To better allocate time and resources, it adopted a tiered approach to third-party distribution partners. It also formed a technically-focused inside sales group to track and support large, complex projects. The reconfigured sales and marketing strategy contributed to doubling sales over five years.
