Confronting Performance Gaps in a Fragmented Sales Model

A global industrial materials company faced declining sales growth in a highly competitive and technically advanced market. Operating across diverse regions, it became clear that inconsistent sales processes, fragmented methodologies, and unclear accountability were limiting commercial performance. To compete effectively, the company needed a unified and scalable approach to selling—one that could drive consistency, increase win rates, and empower teams at every level.

Setting a Clear Vision for Sales Transformation

The goal was to create a best-in-class sales operating model built on common principles but adaptable to local realities. This meant aligning sales processes to customer buying behavior, introducing a shared language and methodology, and equipping teams with practical tools to drive execution. Equally critical was the need to elevate sales leadership—ensuring managers had the capability to coach, lead change, and drive performance through consistent, high-impact conversations.

Implementing a Scalable Sales Excellence Framework

A structured transformation program was launched across two regions. A new sales process was introduced, aligned to key buyer journey stages and integrated into pipeline management. A flexible, field-ready sales methodology was embedded to support opportunity management and value articulation. Toolkits were developed to guide sales reps and managers—improving pipeline quality, deal progression, and account planning. Sales leadership routines were also upgraded to shift the focus from reporting to performance coaching.

Enabling Sales Teams Through Training and Leadership Development

Frontline enablement included structured training programs focused on the new methodology and tools. Sales managers were upskilled in coaching techniques tailored to local cultures and leadership styles. Change management activities—including a compelling transformation narrative and high-touch engagement with local leaders—ensured buy-in across the organization and helped turn the strategy into daily behavior.

Sustaining Momentum Through Governance and Visibility

To ensure consistency and track progress, a CRM blueprint was defined and deployed, reinforcing the new sales process and providing visibility across the funnel. Governance structures were established to maintain accountability, share best practices, and support continuous improvement. As a result, the company laid a strong foundation for long-term commercial success—anchored in a unified approach to sales excellence.