Challenge
The company faced slowing growth, rising competitive pressure, and widely inconsistent sales practices across countries and product lines.
With different degrees of vertical integration and varying service offerings, the organization needed a global transformation of how sales was done to boost performance and create a winning sales culture.
Approach
We partnered with the client to build a global sales effectiveness program. A central task force of nine consultants and eight senior sales leaders was formed to co design the program, supported by local program managers across 60 markets and 42 senior sales specialists. Together, they worked on six levers of sales force effectiveness, ensuring that solutions were practical and embraced by local teams.
To make the change stick, we designed and implemented two immersive learning paths for sales managers and sales reps, built around real case studies, role plays, and cultural transformation. A dedicated CRM application combined information, training, and gamification, turning learning into an engaging, ongoing experience.
Results
The impact was substantial:
• 80% of sales reps and account managers now work with structured action plans.
• 80% of sales managers conduct regular coaching visits; 100% perform monthly reviews.
• 60% of key account managers have customer plans and conduct formal reviews.
Sales of value added products grew significantly: between 18% and 50% depending on the region, and more than +30% in the top 15 markets in the first 3 years after the launch of the program.
What really moved the needle: deep global local collaboration, immersive learning experiences, and a unified way of selling that transformed how thousands of people approached their daily work.
