Leadership & Culture
Your culture defines your business. It defines the way you do business with your customers and the way your internal team works. We are committed to helping you be better together — to strengthen your culture by supporting you and your team and ensuring your customers see the very best you.
Sales and Marketing Team
Alignment
Challenge
A $70M product category was struggling to grow as part of a larger business unit. The parent corporation made a decision to separate the struggling business into its own business unit to gain focus and improve oversight. One piece of that decision was the need for a stand-alone commercial team: how would it be structured, what expense resources were required, and how many FTEs would be needed for field sales, marketing, customer service, technical service, and sales support. All of this with the understanding that the overall P&L of the new business unit must ultimately meet the minimum corporate requirements for revenue growth and operating margin expansion.
Solution Plan
By working with the newly created Leadership Team, a solution plan was defined and implemented for developing the commercial team that defined the resources needed for the new dedicated customer service team, technical support team, product management team, sales support, and field sales team. Beyond building the commercial team, it was imperative to ensure the sales and marketing teams share KPIs, win and lose together, and be accountable together.
Results
The commercial team as a whole lived by the same objectives, whether they worked in customer service, marketing, or out in the field. The shared objectives allowed each person in the larger team to see their role and work toward the common goals. In less than 12 months, the business grew revenue 4.9% and operating margin grew almost 10% after nearly a decade of flat to declining top and bottom line results. The regrettable turnover in the commercial team was 0%. After three years, the business achieved market leader status in its key product category, had three consecutive years of revenue and operating margin growth, and was named the top performing business in the US among eight business units.
Global Commercial Team
Development
Challenge
The business development teams of two business units within a $4B medical device company were to be merged to share resources.
Solution Plan
The plan called for the two teams to be reorganized to efficiently work with their in-country counterparts and better share resources in the largest global markets of the US and Europe. Once redefined, a training plan was devised to ensure complete product and service knowledge of the entire portfolio.
Results
Global headcount was reduced by 2 FTEs. Training was completed as planned. In-country commercial teams were thrilled to have dedicated resources for both business units and collaborated on new communication, new product development, and downstream marketing processes were revised with the new business development team for global continuity and efficiency. Both business units met their revenue budget in the year following implementation.