Clearly Define Your Business Objectives

Executives at a leading US healthcare firm were trying to identify potential causes of reduced post-merger sales. Their goal was to identify bottlenecks in the sales pipeline and create a new targeted marketing strategy directing customers to their ideal products at the right time. This would enable a revenue upswing without the need to expand beyond their existing suite of products.

Acquire & Synthesize Relevant Data

Combining the client’s Salesforce data and revenue database enabled a trend analysis to identify likely candidates for additional product purchases based on a customer’s existing product purchase and usage patterns. This data was used to generate a cross-sell grid (Fig. 1) mapping a customer’s main product (highest revenue) to all other existing products to help predict most likely products for cross sale.

Fig. 1 – Cross-Sell Penetration Grid for Product & Segment

Develop an Action Plan

The resulting action plan identified a set of high-potential cross-sell opportunities. A list of top clients with corresponding products for likely cross-sell conversion enabled the client’s sales and account team to understand the revenue potential of each client group, subsequently developing a go-to-market strategy with targeted leads for a more streamlined sales effort. Using these leads and the supporting analytics allowed managers to clearly identify and target customers for cross-selling, increasing overall revenue and profitability.

Partner with You to See it Through

With a revamped, targeted marketing and sales strategy, the company was able to capture a previously untapped $80mm cross-sell opportunity within their client base. Utilizing their existing product suite enabled them to act on the opportunity with almost no additional investment. A simple refocusing of sales and marketing efforts helped them quickly overcome their post-merger inefficiencies.

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