Channel 80/20

Managing and Growing Underserved Accounts

At a glance

Company Type

HVAC Manufacturer

Target audience

Underserved Residential HVAC Contractors

Size of audience

50,000 contractors

Results

-19%

Attrition before channel 80/20

-23%

Sales Growth

$350M

In sales growth over 10 years

Challenge

The client needed assistance with their field sales coverage due to the impossibility of only having 200 field sales reps responsible for managing 120,000 accounts. Based on historical data, a field sales rep can only effectively manage the top third of their accounts, leaving the bottom two-thirds unserved and under-managed.

Solution

MMC deployed Channel 80/20 to focus on 50,000 accounts consisting of small to medium-sized contractors. Channel 80/20 integrated direct marketing with inside sales and focuses efforts on under-represents accounts, markets, and products. MMC delivered the campaign on multiple channels (direct mail, email, targeted ad display, etc.) with multiple touches, all while working as an extension of the client’s sales force. We also gathered data on each customer interaction along the way. By working together as one team with the clients’ sales force, we brought sales growth in a stagnant market.

Results

After one year of Channel 80/20, this manufacturer grew from -19% to 23% in YOY sales growth. MMC lifted this manufacturer to $350M in sales over a ten year period.

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