TechPartner Snab - supply of industrial equipment
The industrial equipment supplier worked with manufacturing companies, contractors and service organizations, and deals were long, commercial offers were hanging, and marketing was evaluated on request, although not all applications reached margin sales.
The starting point
Applications came from the site, advertising, recommendations and repeated appeals, managers prepared the CP, but further touches often depended on personal discipline and workload.
Marketing saw the cost of circulation, but didn't see what sources were producing normal margin trades. The sales executive was sorting out the hung KPs manually before the planners.
What had to be decided
- Reassemble the CRM funnel for a long B2B cycle.
- Set up control of the CP, next steps, reasons for failure and margin.
- Link the sources of applications to qualifications, transactions and repurchases.
- Give sales and marketing a general management report.
What did you do?
Clarify the stages of the transaction
We divided the initial application, qualification, decision selection, CP, approval, tender, payment and re-purchase.
Control of the KP
Each commercial offer has a deadline for the next touch, a responsible one and a reason for the current status.
Linked marketing and sales
The sources of applications were evaluated on qualifications, transactions, margins and repurchases.
Collected reports.
Executives see hung KPs, stage conversions, reasons for failures, and channels with margin trades.
Results
What's changed at work?
- The number of CPs without the next step decreased by 32%.
- Conversion of qualified applications into a deal increased by 14%.
- Marketing has stopped optimizing only on the cost of the application.
- The sales executive got a list of stalled deals before the planner, not during manual parsing.
What the chief now sees
- Funnel of long B2B transactions by stages and managers.
- CP without the next step and the reason for the hanging.
- Marginality of channels and repeated purchases.
- Refusals, tenders and transactions with increased risk of loss.
Similar cases
Would you like to see a similar process?
Describe where applications, deadlines, responsibilities, data or management picture are currently lost, and prepare the first outline of the solution and a clear implementation plan.