Evolving from a Siloed to an Integrated Sales & Marketing Model
The Challenge
Tower Strategy Group's client, a $1B+ healthcare organization, possessed a legacy sales and customer marketing structure that was segmented into 5 individual sales teams, each calling on an overlapping set of customers. With different messaging. Different collateral. And in an noncoordinated manner. The end result was a cumbersome organization that was inefficient due to duplication of efforts, inconsistent in the way it engaged customers and sub-optimized in terms of its ability to engage and excite those customers. Creating substantial confusion within the market, an inability to stake out a consistent position and a substantial level of irritation amongst customers.
The Solution
Tower Strategy Group worked with the client's CMO and VP of Sales to deploy an integrated research and analytical program to:
Define how a best-in-class Enterprise sales and marketing organization manages the customer lifecycle (which touchpoints, which messages, which people, what cadence, etc.)
Assess key gaps relative to the client’s current state objectives, strategy, activities and resource levels and types
Identify structural alternatives that could bring the needed coordination, consistency and focus to the sales team and supporting marketing resources
Define how these resulting integrated sales & marketing effort would integrate with 5 individual back-end service capabilities via a Hunter-Farmer model
Capture and prioritize best practices from adjacent sectors and peers that could support that structure
Evaluate the incremental resource requirements necessary to operationalize that sales team (type and number of resources)
As well as how existing resources could be upskilled / retrained to support the new strategy
Define an implementation path for evolving from a siloed to an integrated, solution sales model
Impact
The client transformed its sales and marketing efforts, transforming it’s 5 siloed sales & marketing teams, each organized by service area, into a single integrated sales platform. Capable of representing the client’s entire portfolio while reducing customer confusion, expanding market coverage and driving a greater volume of pull-through and conversions within the market.
