Sales and Channel Optimization
Initial position
Widely spread distribution- and communication activities have increased the cost. An ill-defined approach of the target group lead to low “take-ratings”.
The missing link to customer data complicated the planning of initiatives (solutions) and made it impossible to react quickly to any changes.
Suggestions for improvement
A duty journal was issued including the definition of requirements and a choice of software producers.
The analysis of data origin (Gap Analyse) was followed by a detailed project planning and an introduction of a software solution. Along with that went a role definition of the employees a test campaign and assessment of their success.
Results
A reduction of the time to market of about 1-2 weeks and an appropriate use of the channels of distribution with prospects and leads.
Recuring campaigns can be restarted within a day.
Thanks to the new organization there is now a division responsible for customers instead of products
8 months after the introduction of the system the predicted ROI took place.
