Our client, a FTSE 100 B2B supplier across retail, FMCG and industrial sectors had a history of strong revenue growth driven by acquisition but was facing margin challenges driven by inconsistent approaches to serving customers.
There was no common model across the business for identifying target customer groups and developing an appropriate offer to maximise value from those customers.
We worked with our client to:
- run a segmentation exercise to identify priority segments and their needs,
- develop customer insights for each segment to help understand what elements of the offering were most relevant to different groups,
- develop a toolkit for sales teams to analyse and understand their customers, and develop an appropriate and proportionate strategy based on the revenue and margin potential of those customers, and
- worked with the pan-European sales and marketing team to develop an implementation plan including a training rollout for the tools and priority initiatives to drive returns from priority segments.
Support was needed to run a cross-organisational segmentation exercise to understand the needs and opportunities relating to different customer groups and understand how to exploit these opportunities across the business. Our support helped the client to build more confidence in their growth strategy based on genuine insight and customer needs.