B2B sales strategy

SITUATION

Objective: Design B2B sales strategy in four pre-selected markets (USA, UK, Australia, Canada) to grow its ‘out-of-home’ channel consisting of global foodservice and convenient store customers

Situation:​

• Decline of traditional grocery sales channel
• Increase in ‘out-of-home’ sales channel (foodservice, convenient stores, restaurants), as consumers eat more times/day and increasingly on-the-go
• Out-of-home channel well served with a dedicated B2B sales team in the USA (where company’s headquarters is), but under-served in other countries

APPROACH

• Analyzed competitive landscape to gather best practices & benchmarks around B2B sales strategies and global account management
• Conducted market assessment in USA, UK, Australia, Canada (size, growth, spend per capita, market share, product trends, etc.)
• Performed B2B customer analysis through interviews & research
• Profiled most important B2B customers to target in the four selected markets
• Mapped product needs & gaps in the four selected markets

DELIVERABLES

• Evaluated the financial opportunity via a targeted B2B sales strategy in the four markets
• Identified sales strategy for key global customer accounts in the four markets
• Recommended best entry strategy with brands across markets (based on consumer needs and existing product gaps in the markets)
• Designed future global B2B sales-marketing organization
• Started implementing a pilot project for one global account in one market, with a dashboard including metrics to track vs. targets