Brand Delivery

Alignment, action to improve profitability

Challenge:

Inconsistency on small-volume transactions and misinformation from dealers on local market facts negatively impacted a company’s profitability and challenged efforts to compete on the brand’s value, not price.

Actions

  • Empowered marketing project leader to navigate the organization and gain buy in for pilot from resistant sales leadership and key dealer influencers.
  • Drove alignment between sales and marketing, enabling them to speak with one voice to internal sales organization and distribution channel.
  • Engaged dealers in the pilot by articulating operational and functional benefits, and educating them about new tools to help them focus customer negotiations on value vs. price.
  • Strengthened two-way communications between the company and its dealers.

Results:

  • Structure and consistent behavior on small-volume transactions added $800,000 annually to bottom line for pilot region alone
  • Pilot results led to national rollout: $2.4 million in annual incremental profits projected

© 2005 Gagen MacDonald LLC