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.

Objective

  • 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.

Approach

  • 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.

Outcome

  • 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

Tools

 

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