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MARKET PROFILE/CHANNELS
BACKGROUND
- $50 million manufacturer of warehouse equipment recognized it was missing an opportunity in very large project segment; wanted to set up direct sales and service team
INITIATIVES
- Conducted market study to identify size of opportunity, customer requirements, and competitive capabilities
- Advised client that, lacking crucial capabilities and national coverage, it’s better to upgrade its channel partners to provide the needed sales and service capabilities
RESULTS
- Client averted major misstep in its go-to-market efforts
- Client structured new distribution program and aligned sales & service teams for better productivity
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