Consumer Goods CASE STUDY
Building Commercial Momentum
A leading tableware brand faced a critical inflection point. They had an ambitious growth strategy (1.5X in three years) but lacked alignment across their commercial ecosystem. Despite superior products, the Chief Commercial Officer recognized that disjointed distributor relationships and misaligned commercial teams were creating friction that stalled momentum.
WHAT WE DID
With the CCO, we identified that distributor relationships were the critical chokepoint. Rather than engage in multiple cycles of analysis, we quickly brought key stakeholders together and facilitated workshops that created unprecedented transparency around priorities and challenges, breaking down barriers that had developed over decades. Additionally, we evaluated the commercial organization and capabilities to evolve the structure and roles to more strongly align with market opportunities. Based on this, we right sized the commercial organization and deployed redefined sales territory assignments and Key Account Management capabilities.
WHAT HAPPENED
We implemented Account Management methods that resulted in ~20% improvement in deal close rates with top distributor partners. Over 18 months, pivoted conversations from being price focused to value led. Improved visibility and alignment resulted in faster product launches and marketing activations. Increased levels of collaboration resulted, with renewed energy and clearer purpose that drove their overall growth trajectory.