Uncovering Multi-Million Dollar Sales Opportunities Post-Merger

Business Challenge

Our client’s recent acquisition placed intense performance pressure on sales leadership of the combined organization. Not only did the client need to cross-educate its sales forces on products, it also needed to marry and optimize the disparate sales models and account strategies of each company. The client engaged Symmetrics Group to design and lead the key post-acquisition sales and go-to-market planning activities.

Uncovering multimillion dollar sales opportunities

Symmetrics Group Approach

Symmetrics Group identified key opportunities in the combined sales organization by:

  • Designing and facilitating an accelerated, one-day team planning session that focused on the top 50 strategic accounts from each sales organization;
  • Leading 100 joint account planning sessions across the US over a 6-month period;
  • Integrating the disparate sales models and teams to get the most sales productivity from the combined entity (1+1=3);
  • Creating opportunities for cultural “cross-pollenization”, knowledge transfer, and brand messaging via the joint planning sessions;
  • Producing new sales opportunities based on the combined account wisdom and synergy of the newly combined sales teams.

Results

Symmetrics Group and the account teams identified multiple new multi-million dollar sales opportunities (some $10M+) and created the high-level sales plans necessary for the teams to win them. After only 1/3 of the sessions, 50% of the incremental sales funnel goal was achieved. The sessions also helped identify a few troubled accounts in immediate need of management attention.

COMPANY BACKGROUND

Our client designed and manufactured products for optical communications networks, communications test and measurement equipment, lasers, and optical solutions. Prior to our engagement, the company had recently completed a strategic, $2.5 billion acquisition, which was viewed as critical to meeting their revenue and growth targets.

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Hope Eyre – Hope is a senior consultant at Symmetrics Group and author of our blog series on the Sales Leader’s First 90 Days. She is accustomed to working side by side with sales teams of merged organizations on strategic account planning.

Hope Eyre
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