Application Case Study

Market Segment Penetration

Client’s Challenge

• Cornerstone of shift in Business Strategy called for product innovation to meet customer needs in targeted market segments
• Field Sales organization traditionally focused on managing distributor relationships, relying on distributors to penetrate end markets
• Instituted Sales Effectiveness initiative driving end customer training and introducing CRM system

iac’s Solution

• Develop Lead Generation campaign on innovative products in targeted market segments
• Coordinate program with rollout of client CRM system
• Set appointments from purchased databases and input all customer information into CRM system

Results

• Highly successful 18-month rollout of end customer selling capability with overall campaign yields averaging over 15%
• Shift in seller ‘headset’ to proactive pursuit of end customer business from reliance on Distributor to access end markets
• Integration of Lead Generation as an ongoing component of the ‘Go-To-Market’ model