
Transforming commercial organization
It became clear that much of sales growth had been generated reactively
due to market growth and was not a result of a sharp sales strategy and strong
sales team performance. The management team understood the root cause of the
problem and decided to initiate a commercial improvement program. OPX Partners started with a hands-on diagnostic of the current
performance gaps. This was done through a roadshow visiting all regional sales
offices for interviews with both managers and sales representatives in each
region. A quantitative analysis was also conducted to serve as a complementing
fact base. Several improvement areas were quickly identified: The current sales process was
very complex with many different sales representatives responsible for
different parts of the sales process, making ownership and interfaces unclear The lead generation process was
not systematic and lacked clearly defined owners The sales funnel was not sufficiently
transparent and lacked clearly defined targets and follow-ups Performance management was very
light and nondirective, a result of the fast-growing market and linked to the
general lack of systematic, proactive sales efforts There was in general very
limited proactive sales focus due to limited sales urgency To address the above areas, OPX Partners first developed a simple and
clear sales process together with the client, with clearly defined owners,
accountabilities and interfaces to ensure it was clear which sales
representative owned which part of the process. A
performance management model was then developed and introduced, with a
systematic meeting structure from top management to sales representative with
clearly defined agenda points, performance metrics and performance evaluation
material. Finally, the lead generation approach and sales funnel were
redesigned to highlight performance gaps and respective owners. The adjusted commercial setup was rolled out through training sessions
with all sales representatives during global sales meetings.
Get in touch
Stureplan 2 114 35 Stockholm Sweden contactus@opx-partners.com +46 8 200 170