Challenge
A Healthcare client Sought to Re-evaluate Go-to-Market Strategy and Align with Best Practices
A $1.3B market-leading healthcare client, sought to better address customer needs and optimize customer cost of sales through segmentation optimization. Serving complex markets within nutritional supplements that have different needs, spending between customers varies greatly. For example, some customers who spend more than $1M annually are grouped with those spending less than $10K. The client also found that out of 7,000 current customers, 10% accounted for between 80% to 90% of revenue.
Although customer delight remains a core focus, the client was concerned that some customers were receiving disproportionate attention and effort compared to what an optimal model suggests based on their spending. Thus, the client desired:
Solution
A Three-Phased Approach Guided by Detailed Assessments
After successfully engaging with Alexander Group on other projects, the client again turned to us for our extensive experience developing commercial go-to-market models, deep knowledge of the pharmaceutical industry, extensive familiarity with the client’s business and experience executing engagements that require input from global-dispersed stakeholders.
Alexander Group took a three-phased approach for this engagement:
Phase 1
Discovery & Segmentation Framework Design
Assess the current GTM model based on how well it aligns with company strategy, market practices and best-in-class principles. Develop a future state segmentation framework that will facilitate the effective execution of the client’s commercial strategy.
Phase 2
Model Population & Activation
Slot client accounts into the segmentation model; determine downstream commercial impact. Socialize with business leaders to ensure adoption.
Phase 3
Future State Model Assessment & Inventory
Identify which functions, roles, capabilities and programs are needed for each segment to be enabled and successfully execute against the client’s commercial strategy.
In addition, Alexander Group also completed a functional gap analysis to determine which revenue operations and marketing investments should be made to help support the new GTM model. While this was not a primary focus for the project, it helped provide background context to the implementation roadmap included in hand-off materials.
Uncovered Insights to Inform a 5-Year Budget
Through the engagement with Alexander Group, the client identified where they could gain efficiency and scale with the future coverage, where headcount needed to be allocated and where there was excess headcount. These insights allowed them to establish a 5-year budget.
Impact
Over the three to 12 months following the engagement, the client anticipates:
Talent Evaluation and Job Slotting
Evaluate talent and slot them into new roles. Hire for open positions and manage underperformers.
New Account Assignments
Assign accounts to new roles/incumbents, ensuring balanced account books.
Training
Train incumbents and customers on the new go-to-market strategy and expected service level agreements (SLAs).
Align Cost with Service
The recommendations aligned the highest cost and most effective resources with the highest value and highest needs customers, while lower opportunity customers were aligned with lower cost resources.
Lower Cost of Sales
Realigning resources based on customer opportunity also lowered the average cost to serve.
Leading GTM Expertise and Subject Matter Experts
For healthcare companies looking to optimize their go-to-market strategies and segmentation, Alexander Group’s years of expertise and knowledgeable team effectively and efficiently guides organizations toward change. Contact us today to learn more about how we can help your organization.
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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