Sales Force Effectiveness

Case Study: Leading Salty Snack & Beverage Manufacturer

Situation
A leading salty snack and beverage manufacturer was in the process of combining sales forces acquired through recent acquisitions and, as a result, was seeking to bring better discipline to account planning.

Solution
MCAworks conducted research among commercial customers to understand the beverage manufacturer’s current approach to account management. We assessed current account management practices, tools, and results to garner best practices and assess key challenges. We defined a new strategic account management process for the beverage manufacturer that was based on crucial understanding of each customer’s short-term and long-term goals. The process involved three phases which covered the underlying situational assessment (e.g., “what is the Customer trying to achieve?”), the strategic opportunities (e.g., “how/where can we help with the marketing expertise and brands that we offer?”), and the daily account management (e.g., “how do we prepare, conduct, and follow-up after regular sales calls?”).

Results
The work led to a similar examination and strategic account management application for another side of the beverage manufacturer’s business.

Contact AnnaMaria Turano for more information.