Refining Job Roles for Commercial Success
New Strategies for Leaders in Manufacturing and Distribution
Manufacturers and distributors are facing many market disruptors including the emergence of new buyer personas, the introduction of new revenue streams and the increased importance of digital sales enablement.
To navigate this dynamic environment and propel profitable growth, industry leaders are redefining their account coverage and go-to-market (GTM) strategies.
Manufacturers
Increasing inside sales rep headcount
Increasing customer success manager headcount
Distributors
Increasing inside sales rep headcount
Increasing customer success manager headcount
Alexander Group’s extensive research, involving a survey of over 250 CROs and interviews with 100+ executives, reveals how companies are managing and deploying their sales teams. Highlights from the study include:
~35%
of overall pipeline contribution came from the
Marketing function in 2023
31%
of manufacturers and distributors are using
BDR/SDRs for lead generation and qualification
16%
of all M&D sales expected to transact through
B2B e-commerce platforms in 2024
Survey Demographics
250+
Survey Responses from CROs
100+
Interviews with Executives at Large B2B Companies
80+
Client engagements
Discussion Topics
Account Segmentation
Aligning resources with customer, product and industry segments
Historically our cross-selling has been low. We've trained up more specialists to support our sellers.
Sales Process
Deploying resources across each buyer journey stage
Leadership is pushing for new customer growth, but lines between demand generation and pre-sales are blurry.
Role Evolution
Responding to changes in business strategy, market trends and AI
Strategic sellers must become more sophisticated to drive profits. We are piloting AI dashboards to refocus seller time.
Manufacturers and distributors are making investments in roles and coverage to execute growth priorities. Some of the key plays include:
Investing in Demand Generation to Support Pipeline
Share of marketing contribution towards overall opportunity pipeline grew by +5%
Evolving Responsibilities Call for a Talent Refresh
Commercial execution will hinge on training & upskilling, competency model alignment and routine assessment of foundational program elements
Investing in CSMs to Drive Expansion & Improve CX
Digitally enabled CSMs drive recurring revenue through services and solutions
Are your role and coverage strategies optimized for maximum productivity and profitability?
Schedule a complimentary readout today to learn more about the roles and coverage capabilities for operational improvement. Please complete the form and an Alexander Group representative will contact you soon to schedule your briefing.
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