Case Study:  Business Integration - Sales Channel

Situation and Objective

  • Client had acquired a company but let it continue to operate in a functional silo for multiple years

  • Sales and Marketing for this business unit were almost exclusively through mailers, which were declining in effectiveness

  • Goal was to integrate with products of other business units to leverage web, telemarketing, and field sales channels

Approach

  • Work with the business to standardize offerings into pre-defined bundles - reducing complexity and simplifying fulfillment

  • Integrate new products with CRM, which was used by Inbound and Outbound call centers, Field Sales, and web enrollments

  • Facilitate cross-business-unit sales training, emphasizing benefits of solution selling of all available products

  • Provide visibility to active customer base for upsell opportunities both in CRM and field sales iOS application

Results and benefits

  • Additional sales channels now represent 73% of all new sales enrollments

  • What had been a declining customer base is now up 19% YoY (47K vs 39.5K)

  • Sales channels now have a cross-sell product offer to make to existing customer bases

  • Other product units can share their cost of acquisition budget across multiple products