CSI Helps Family-Owned Multi-National Ramp Up Profits with Sales and Distribution Revamp


A family-owned, second-generation multi-national manufacturer.


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.


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


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.


Since 1983 – through economic booms and busts – CSI has helped privately held and not-for-profit entities define and achieve their organizational goals.