Introduction
Clients and Capacity Priorities
How do you rebuild and retain business after disaster strikes? That is the dilemma our HVAC client faced after a tornado hit their Midwestern factory. Facing low capacity, this manufacturer needed to prioritize customer orders, rebuild relationships and redefine their go-to-market position.
Additionally, this manufacturer aimed to grow sales to $750M by 2026 (a CAGR of 4%), starting with approximately $650M in FY2023.
The company chose Alexander Group because of our proven track record in similar projects, including successfully redesigning their go-to-market blueprint and commercial sales organization.
Project Approach
Segmentation, Coverage and Focus
The client had clear and specific goals that included rebuilding from the tornado damage, launching a new factory in Mexico, and efficiently delivering a new product to market. Building out the marketing organization was also required to support their market challenges.
Key challenges included:
Alexander Group’s approach focused on creating a comprehensive review of marketing and its alignment with their go-to-market strategies. We created a marketing operations charter, resource map, buyer journey map and ideal customer profiles. Focusing on enablement, we assessed the client’s tech stack and provided recommendations, dashboard metrics and updated KPIs.
Additionally, Alexander Group identified lead generation processes and commercial plays that would assist their sales organization in targeting previously unidentified opportunities. Correcting the job coverage model entailed updating profiles, roles and responsibilities. Finally, we created an implementation roadmap to ensure the client could effectively deploy this new model across the organization and districts. This success reassured them that we were the right partner for their recovery strategy.
Key Findings
Seller Metrics Reveal Gaps
The analysis of the Sales function revealed a wide range of account loads and varying revenue per seller metrics due to a need for more formalized territory and headcount planning. Territories observed overburdened capacity on both account load and revenue load as sellers tried to manage books of business that were too large to effectively drive growth. Additionally, Alexander Group discovered that 75% of the marketing and product teams contribute to marketing strategy, revealing an opportunity to realign the marketing/product roles to drive specialized focus and accountability against targeted functional capabilities.
Recommendations & Outcomes
Back on the Growth Track
As a result of our recommendations, the client created strategic customer segments to drive focus on priority accounts that required dedicated coverage.
For low-revenue accounts in need of nurturing, the client transitioned these customers to the commercial segment, which helped prioritize high-potential opportunities within their district segment.
Creating an inside sales team allowed the client to:
Align resources to the appropriate segment based on expertise.
Establish specialist roles to drive growth in key areas and identify new opportunities.
Design and implement formal processes for headcount sizing, driving efficiency and workload consistency across districts.
Planned investments will ensure the client’s new factory capacity is fully utilized and allow for revenue expansion in new and existing customers and key markets. They now project a CAGR of 13% over the next three years and will lower expenses as a percentage of revenue by 1%.
Finally, the company implemented dedicated sales coverage for their updated revenue segments, unlocked new growth potential by employing new specialist roles, maximized seller productivity through reduced supply constraints, and aligned RevOps and Marketing to support their updated go-to-market structure.
Ready to Accelerate Your Growth?
The transformation achieved by our HVAC client demonstrates how the right partner can help you rebuild, refocus and unlock new growth—even after unexpected setbacks. With Alexander Group’s proven expertise, your organization can overcome challenges, maximize productivity, and achieve ambitious revenue goals. If you’re ready to take the next step toward sustainable growth and operational excellence, contact the Alexander Group today to discuss how we can help you reach your full potential.
About Alexander Group
Alexander Group understands your revenue growth challenges. Since 1985, we’ve served more than 3,000 companies across the globe. This experience gives us not only a highly sophisticated set of best practices to grow revenue—we also have a rich repository of unique industry data that informs all our recommendations. Aligning product, marketing, operations and finance efforts behind a successful sales organization takes insight and hard work. We help the world’s leading organizations build the right revenue vision, transform their organizations and deliver results.
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