This project focused on refining enterprise-wide sales execution and segmenting the sales approach to maximize performance. By identifying new customer groups, retaining and expanding existing accounts, and optimizing resource allocation, we developed actionable plans to achieve accelerated results. Key initiatives included redefining sales segments, strengthening targeting methodologies, and overhauling incentive structures.

1. Redefining Sales Segments

We moved beyond the previous fragmented sales structure and adopted a more integrated, strategic approach.

• Premium Segment: Targeting high-value customers with a lock-in strategy to prevent churn and drive upselling.
• High-Potential Segment: Maximizing profitability by proposing new services to customers with strong revenue potential.
• General Segment: Leveraging agency collaborations to efficiently manage existing and new small-to-mid-sized customers.
• Self-Serve & Resource-Light Sales: Reducing costs by emphasizing non-personal sales channels and setting clear contribution margin criteria for conversions.

2. Strengthening Targeting Systems and Execution Priorities

A newly defined targeting framework ensured efficient resource distribution.

• Revenue-Based Targeting: Leveraging budget and historical sales data to identify top-potential customers and allocate resources more effectively.
• Priority Setting: Implementing action/response metrics (e.g., login frequency, product views) and urgency indicators (e.g., contract expiration) to accelerate and streamline sales efforts.
• Data Integration: Combining internal CRM with external industry data enabled more sophisticated customer analyses and targeting strategies.

3. Incentives and Organizational Efficiency

Improved motivation mechanisms and organizational alignment enhanced overall sales outcomes.

• Performance-Based Incentives: Transitioning to a system where team and individual contributions are jointly assessed, offering tailored incentives based on the characteristics of each segment.
• Optimized Resource Allocation Between HQ and Agencies: Assigning high-value customers to headquarters for focused attention, while directing lower-value accounts to agencies, thus maximizing cost-effectiveness and ROI.

Results and Expected Impact

By redefining sales segments and reinforcing execution, the project markedly improved overall sales efficiency and profitability. The strategy to secure new customers and expand revenue from existing ones is expected to drive annual revenue growth. In addition, organizational streamlining and incentive enhancements reduced performance discrepancies across teams. With ongoing implementation, the client will conduct more strategic and structured sales activities, strengthening its competitive position in the market.