Sales & Marketing Case Study

The Development & Execution of a Strategic Direct Sales Initiative – and an Ongoing New Revenue Stream

By Don Mulhern, Sales & Marketing

Situation – The North American subsidiary of a $400M publically held IT services company had been experiencing stagnant revenues for several years. In an effort to stimulate growth and drive revenue, the company decided to re-establish a direct sales organization. However, they had no structured sales process or trained sales reps to facilitate market entry.

Solution – PVG assessed customer buying practices and developed a customized stage-based sales process which aligned with these existing customer buying habits. Based on industry best practices and a consultative needs/results based sales methodology, the sales process included defined tasks, roles, responsibilities, tools and metrics for each stage and every selling resource involved. In addition to creating the process, Penn Valley developed and trained the sales team on all aspects of the methodology. Rolled out company-wide, PVG also assisted with integration into their CRM system.

Results – The client has now institutionalized the process and metrics, using it to manage their direct sales initiatives and pipeline which now exceeds $25M less than one year post roll-out. Reps now have an established and consistent playbook to follow to facilitate the sales process while managers have the metrics and tools needed for successful coaching and analysis. The development and execution of the sales process, training and CRM integration have spurred a new and a significant growth engine within the organization.

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