Case Studies

Estimating Addressable Market, Developing GTM Strategy, and Designing Sales Territories

Posted by | Fuld & Company

The B2B segment of a global video conferencing solutions company historically saw double-digit growth. However, as its market penetration stabilized, B2B sales slowed. The company needed support in re-designing its sales effort, including lead sizing and territory design.


  • To reset, clean, enrich, and expand the CRM.
  • To redefine business opportunities available from current customers and prospects.
  • To redesign sales territories for optimal usage of sales team resources.


  • Conducted a workshop to understand the client’s business model, pricing strategy, and other key parameters.
  • Enriched the current CRM and added new leads from 3P data sources.
  • Identified and collected demand driver data (e.g., number of employees) for predictive modeling.
  • Created customer clusters based on common purchase behavior and developed an ML model to estimate the potential market for each cluster.
  • Designed recommended sales territories and assigned accounts to sales associates based on lead potential.


  • Increased lead conversion by 8 percentage points and sales growth by 12 percentage points.
  • Increased sales representatives’ customer satisfaction and boosted their morale through equitable target allocation.

Algorithms Used: Classification models such as logistic classification, Random Forest, ensemble classification, and neural networks



Tags: , , , ,

Related Resources

Read More

Global medical equipment company discovers a new competitor…and a new market

A leading medical equipment manufacturer was concerned about a new entrant that had moved into one of its high-value, diagnostic […]

Read More

Identifying Drug Repurposing Collaboration Partners

A top pharma company actively working in the drug repurposing sector wanted to expand its portfolio by adding new indications […]

Read More

Identifying the most effective prophylactic/therapeutic oral anti-inflammatory agents

A global FMCG leader sought to expand their current oral care product range with a line of products that had […]

Subscribe to our mailing list for our latest updates:

Wednesday, February 15

10:30 ET | 15:30 GMT

Join us to learn about:

  • Cultural nuance issues
  • Methods to mitigate bias
  • Optimizing survey design
  • Interpreting global results