Leading Consumer Brands Company Re-Engages Long-Tail Accounts, Drives 22% in Sales Growth
WHAT WE DO
Inside Sales
Account Management
Tail Account Management
INDUSTRY
Consumer Brands
RESULTS
22% increase in sales
50% reduction in promotional spending
Surging Demands From Key Accounts Led to Reduced Tail Account Coverage and Missed Revenue Opportunities
As the demands of a prominent health and hygiene company’s key accounts increased, field sales representatives had less time to engage with smaller retailers and wholesalers. After two decades of relying on its in-house sales team, the company struggled to service its tail accounts, creating significant coverage gaps and resulting in missed revenue targets and shrinking market share. The client engaged MarketSource to manage, reignite growth among, and optimize revenue from their B- and C-level accounts.
CHALLENGES
Tail account coverage gaps
Stagnant sales performance
Inefficient promotional spend
“I value the [team’s] positive leadership and their ongoing willingness to address areas of concern that we need to correct in order to improve. I value the adaptability of the reps as they work in new markets and the ease/fast timeline we experience when adding reps to the team.”
– Commercial Services Manager, leading CPG company
KEYS TO SUCCESS
Dedicated sales team
Strategic account management
Tail account optimization
Dedicated Inside Sales Team Re-Engaged Long-Tail Accounts, Driving Revenue Growth
We deployed a dedicated inside sales team tasked with leveraging data to analyze customer purchase history, securing new distribution, presenting promotional programs, and managing each account’s promotional funding for the client’s products sold in small to medium-sized grocery, drug, and retail stores.
Real-World Results
22% Increase in Sales
50% Reduction in Promotional Spending
While cutting promotional funding by 50% through more strategic fund allocation, we surged sales across the targeted accounts by more than 22%. Motivated by this strong performance, the client increased its sales quotas by 15%, a goal our team achieved the following year.