Case Study – SALES AND MARKETING

THE CHALLENGE

RE-ENGINEERING OF PRE-SALES BUSINESS PROCESS

For a leading century old brand operating with a UK distribution network covering multiple branches, 4D re-engineered the pre-sale opportunity pipeline to deliver a greatly enhanced level of enquiry conversion, improved sales productivity, customer service and business performance.

DIAGNOSIS

4D business diagnostics identified several key opportunities for business process improvement:

  • Process improvement in lead generation, pricing and estimating processes across the branch network
  • Customer management, project estimating and invoicing data resided on different IT systems and manual spreadsheets, making it harder for the company to consolidate and analyse data
  • Need for the timely tracking and management of sales leads and measurement of the sales team and overall sales performance
  • Requirement for real time accurate forecasting to improve demand management, stock planning, cash flow optimisation and customer service

DEVELOPMENT

  • 4D reviewed the end-to-end sales process using internal and external customer interviews and data analysis
  • A pre-sale 'best practice' process was designed and implemented realising a step change in sales performance
  • The integration and presentation of real time sales lead data was provided from numerous internal and external systems
  • A revised sales pre-sales process was designed, coupled with reporting, to provide real time reports and a sales management process to improve visibility and delivery of the sales pipeline
  • A comprehensive training programme was scoped and delivered to all users to ensure optimal understanding and usage of the revised process and supporting reports
  • Weekly reports of demand generation opportunities and performance were provided
  • A detailed weekly forecasting model was developed to provide an accurate prediction of short and long term demand and the delivery of a tangible improvement in business performance
  • Ongoing data analysis and reporting was managed by 4D’s outsourcing team

DELIVERY

strategy-development
  Sales dashboard deployed to provide absolute transparency in demand pipeline, deals won and sales team performance
  Sales opportunity conversion increased from 25% to 40%
  Additional sales enquiries fed through automated link to Glenigan construction tender services
  Proactive demand management secured £5m of incremental tender opportunities
  Sales productivity improved by 12% within 12 months of implementation
  This methodology has now been successfully rolled out across a number of clients’ businesses
     

DIFFERENT

The project was delivered on target and on budget within 4 weeks. The 4D Team provided ongoing business analysis and reporting with the support of its Outsourcing Team to support local management and ensure continued long term benefits and results.

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