Organisations often deal with rapid changes in distribution and sales effectiveness. Everything from mergers and acquisitions to new technologies can change customer expectations, risks, and profitability requirements.
Pressure to drive growth, reduce cost-to-serve, manage complex multi-channel dynamics, and deliver value from new digital technologies mean that there are significant demands on today’s sales functions.
Consumers are increasingly using multiple channels, and new channels such as partnerships with retailers are making inroads. Direct-response marketing is often less effective because consumers increasingly expect services to be customised to their individual needs.
Meanwhile, market conditions across B2B sectors are constantly evolving. Customers demand greater value, complete solutions and customised buying experiences, and will switch suppliers and channels if their goals are not met. B2B companies need a comprehensive channel strategy to determine the types of alliances and channel partners required to meet these demands.
The sales field force remains one of the most effective channels to engage customers. However, it is also one of the most expensive and fraught with challenges:
How can we target segments and understand needs in environments where multiple decision-makers influence the sale process?
How can your sales organisation then identify the best customer opportunities?
Which mix of sales and marketing channels is best positioned to cover the diverse range of small to large businesses?
Are our sales force expenses aligned with the most profitable customer segments, channels and accounts to maximise ROI?
How should we segment our partners and determine the programme benefits we offer to each segment?
How should we develop channel sales and marketing offers and campaigns?
Our holistic approach helps clients to achieve significant improvements in sales performance. Whether it is defining a focused customer strategy, developing the target channel mix, streamlining the sales organisation structure, improving the efficiency of sales processes, or designing the right targets, measurements, and sales incentives – we work directly alongside you to design and realise the changes.
Companies today are faced with many challenges:
Improving performance with their largest customers.
Adapting to new buying behaviour and expectations.
Advancing sales force productivity and reducing selling costs.
Integrating performance in multi-channel environments.
To succeed they must adopt a next-generation sales approach: transforming from an outdated sales function to an omni-channel champion.
Our advisors bring significant experience from a wide range of sales models, including business-to-business, business-to-consumer, and key account management, and includes experts in top-line growth, innovation, and marketing and sales.
Sales strategy: develop and implement newly established sales and marketing strategies, drive execution and organisational alignment.
Sales execution: assess go-to-market initiatives, and identify and optimise how sales and marketing opportunities are identified, recorded, evaluated, covered and pursued.
Customer coverage: redesign go-to-market strategies based on segmenting to target the right customers through an integrated sales and marketing approach.
Sales force coverage: resize and redeploy sales teams for maximum effectiveness and efficiency.
Channel strategy: determine the optimal mix of direct and indirect sales channels in each segment which maximises your investment in sales, marketing and customer service.
Partner programmes: develop and implement a partner programme to manage the partner lifecycle, including planning, recruitment, enablement, sales offers, marketing campaigns, incentives and performance management for channel partners.
Customer management: customer segmentation and targeting across the customer lifecycle to drive cross-sales and up-sales and enable retention.
If you would like to learn more, please contact our Sales team.
Please contact us for more information on our past projects.
Worked with a global high-tech company to redesign its sales model, boosting productive field seller time by 25 percent and reducing cycle time and errors in sales support.
Helped a retail bank improve salesforce efficiency, leading to a 20 percent sales increase and 40 percent more cross-selling by tellers in the first two months following the engagement.
Designed a new go-to-market model for a global data communications player, reducing selling, general and administrative costs by 20 percent over 18 months.
Want to learn more about how we can help you grow?
Henderton acts as independent, trusted advisors to innovative companies throughout their growth lifecycle.
Get in touch and understand how we can help you achieve your objectives.
