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Client: A multi-billion dollar division of a world-wide heavy equipment manufacturing company. |
Challenges: The company was building a sales contact management system in conjunction with their agency partner, Marketing.com. They knew they had high market penetration with owner-operators but needed a better way to focus their sales force on potentially larger accounts.
Solution: Our primary focus was to demonstrate to the sales force where the largest sales could be gained most easily. We analyzed their customer and sales information and built a Customer Potential Index (CPI). This index ranked customers and prospects upon a combination how likely they were to buy, how many units they could be expected to buy, how often they would replace those units, and how profitable those sales were likely to be. With the help of their advertising agency, the company incorporated this index into their sales tracking and commission bonus plan.
Results: When Management Analytics Group was engaged, the company was #3 in the industry, and has now moved to #1. In addition, the company had the most successful new product launch in the company’s history using the new index and tracking systems, with many sales going to the new targeted accounts.
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