Case study :

Office segmentation and prioritisation/sales-purchase of office equipment

Situation:

Genpact recently worked with a commercial office equipment manufacturer to optimize how it
invested its resources to sell products to specific, targeted customers. While the company had a
market-leading position, it used a simplistic "one size fits all" approach to aligning sales resources for
its customers, but that did not take into account account of size, value or need.

Steps to improve commercial excellence:

The first steps were analysing historical sales data, working with the sales team and conducting
independent research to redefine customer segments and clearly identify their needs.

Once the customer segments were defined, a value proposition was articulated for each segment.

The value that each customer group represented (both short term and long term) and the relative
cost to deliver each value proposition were analyzed, and each group was prioritized for allocating
resources accordingly to maximize long-term growth potential.

The result:

Genpact helped the client who was able to quickly adjust their existing sales organization offering to
focus on the new segmentation approach.

Accounts were reallocated based on the capabilities of the sellers, and costly engineering resources
were allocated to focus only on the highest value accounts. This segmentation also created a career
progression path that allowed a new generation of junior sales reps to build and grow a set of
customers.

Almost immediately, the company realized productivity gains from its sales team and experienced
positive feedback from from the market about the clarity of the new approach.