Sales & Marketing Strategy
Construction
Context
The equipment hire sector is closely aligned to the construction industry and faces declining revenues and increasing competition.
The question facing management was:
“What is our true market position, and is our value proposition and distribution channel effective and aligned to customer needs?
If not, what needs to change?”
Strategy
Development
DBA assisted the management team with a review of the business’ go-to-market strategy including the customer value proposition, distribution channel and effectiveness of the distribution channel and salesforce.
We developed detailed action plans for the re-organisation of the sales processes and structures, including the development of a 7-point plan to improve customer retention and satisfaction.
Outcomes
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The revised go-to-market strategy was adopted by management and rolled out across the business
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A new regional sales structure was implemented, and accountabilities were aligned to the new model
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In the 12 months since adoption of the new strategy, customer retention has improved and revenue has grown for the first time in 5 years from a negative trend
