How can better sales processes improve win rates?

Facing a major shift from reselling software to digital business transformation consultancy, this leading player in the Manufacturing, Architecture, Design, and Build sectors recognised serious challenges in aligning their sales operations for an evolving go-to-market strategy across ten European businesses.

With no consistent tools or structures, sales forecasting accuracy suffered and the wide range of skills and experience within their commercial teams created inconsistencies that hindered scalability and growth.

 

Insight

Through an in-depth discovery process, including workshops across European teams, we spent valuable time getting under the skin of their company culture, regional nuance, leadership ambitions and departmental structure and challenges.

We established that a lack of repeatable and scalable sales processes was one key obstacle to their desired success. This is something we often uncover in complex, progressive organisations with multiple bases that have to focus on a central vision for streamlined delivery.

Investing in initial exploration meant we were able to design a programme fully tailored to the diverse commercial teams and evolving business goals.

​

Action

Design and implementation of a comprehensive Sales Enablement Programme across ten markets, including:

  • Development of Account Plans, Customer Success Plans, Opportunity Win Plans, and Territory Plans.
  • Delivery of outcome-based sales training.
  • Opportunity coaching and ongoing support.
  • Creation of sales templates and proposal frameworks.

​ 

Transformation

The business is now equipped with the structure – underpinned by tools and training –  to scale its sales processes across markets.

Having an Account Director with frontline sales experience design and lead this programme ensured team buy-in and onboarding which is critical to success.

Overall, this international business has a significantly improvement and newly embedded way of working that is both strategic and tactical, providing a foundation for effective sales enablement and maturity.

Results

A business critical foundation

Better alignment between teams.
More accurate forecasting.
Enhanced deal conversion.  
Consistent approach to customer engagement.

Ahead​

We continue to collaborate with the business on a full-scale programme for 2025, including:

  • Building and implementing a Customer Success Programme
  • Launching a Commercial Academy to support Sales, Customer Success, and Business Consultants
  • Developing tailored initiatives for different teams and customer types, such as new logo acquisition and cultivating existing customer relationships.

This progressive approach ensures their commercial teams are prepared to support their ongoing evolution as digital transformation experts.