Go-to-market optimization for global B2B building equipment company

Situation:

• B2B building equipment solutions provider faced profit decline across its European markets due to drastically rising selling expenditures and decreasing customer satisfaction
• Objective was to optimize the go-to-market strategy to improve profitability and customer experience

Actions:

• Conducted a thorough analysis and segmentation of customers, their needs and willingness to pay
• Identified key shortcomings of the current go-to-market strategy through internal and client interviews as well as competitor benchmarking
• Developed a “cost-to-serve” methodology to assess profitability by customer segment covering demand generation, fulfilment/after-sales and overheads
• Proposed a new go-to-market strategy differentiated by customer segment as a group blueprint
• Identified and detailed operational and commercial measures to reduce cost-to-serve and boost margins, e. g.
• Rolled out and localized the group blueprint in sales organization across 10+ European countries
• Streamlined sales processes and eliminated non-value-added activities
• Optimized resource allocation and territory planning based on segment potential
• Leveraged digital tools and automation to improve efficiency and effectiveness in demand generation and fulfillment processes

Results:

• New go-to-market strategy, customer segmentation, and service models approved and aligned with key stakeholders
• Blueprint localized with market organizations addressing local nuances
• Identified and validated >15% savings in selling expenditures
• Secured implementation commitment and resources per marekt
• Initiated Go-To-Market implementation
• Set-up governance to monitor progress across markets