Go-to-market optimization for producer of lighting solutions
Case study:
Go-to-market optimization for producer of lighting solutions
- Situation
- Producer of lighting solutions faced profit decline across European markets driven by rising selling expenditures and declining customer satisfaction
- Objective was to redesign the go-to-market model to restore profitability and improve customer experience
- Actions
- Segmented customers by size, requirements and willingness to pay for add-on services and analyzed profitability per segment
- Identified structural shortcomings through internal and client interviews and competitor benchmarking
- Built a cost-to-serve methodology covering demand generation, fulfillment/after-sales and overheads and applied it across more than 10 European markets to uncover margin leakages
- Designed a new segment-based go-to-market blueprint and localized it for all major European markets
- Defined operational and commercial measures to reduce cost-to-serve and improve margins including streamlined and digitalized sales processes, sharpened account planning and optimized territory design
- Results
- New go-to-market strategy, segmentation and service models approved and adopted across Europe
- Blueprint localized with country teams based on local customer needs and competitive dynamics
- More than 20% selling-expense savings validated and committed with markets and implementation launched