Premium Essay

Salessoft

In: Business and Management

Submitted By divya90613
Words 22113
Pages 89
HARVARD CASES

Case 14
WESCO Distribution, Inc.

Synopsis

In June 1997, Jim Piraino, VP of marketing for WESCO Distribution, Inc., is preparing for a yearly review meeting with WESCO CEO Roy Haley. Haley wants the firm to reach annual growth goals of 6% to 8% in revenues and 12% to 16% in profitability over the next five years. The centerpiece of this growth strategy is the National Accounts program, which WESCO has developed to serve its major industrial customers in response to recent changes they have made to their business processes. However, as of June 1997, the NA program has not delivered the expected increases in sales and profitability.

Jim Piraino has to give Haley his recommendations for the future of the NA program, in particular, whether WESCO should continue to pursue NA business with the intensity it has in the past, or whether to assume a more reactive stance and offer the NA program only when it is requested by current customers. As well, he must account for how WESCO will achieve the desired increases in profitability and overall revenues when its current program already seems to be encountering difficulties in generating the desired numbers.

Use

Although the "customer" is at the heart of marketing strategy, "effective customer management" is still not a very well understood concept in industrial marketing practice. This case can be used to explore the difficulties encountered in developing and implementing new ways of customer management in mature industries such as component parts, industrial raw materials and consumables,[1] and other similar industries. These industries are characterized by an environment in which competitors are able to offer equivalent products at competitive prices and vendors/ distributors have to use service rather than product characteristics to create differentiation and add…...

Similar Documents

Premium Essay

Marketing

...data was collected, stored and analyzed | Deciders | CEO, CFO, SA consultant | Deciding the type of software or hardware to be purchased and shortlist and select vendors | Buyers | CFO, CEO and other senior management staff | Involved in vendor selection and customizing the CSAS and later run a pilot test. | End Users | Sales Representatives | The sales representatives must find the technology beneficial to them and will provide feedback on how to modify the CSAS software so that it best meets their needs | Gate Keepers | SA Consultants and Senior Management | They will control the flow of information between the salespersons and the end users. | MARKETING ORGANIZATIONAL IMPLICATIONS On analyzing the employee division in SalesSoft it can be inferred that most employees are congregated in the Development Unit followed by Support Services. Since our suggestion involves SaleSoft going ahead with PROCEED, no major change is recommended. Switching products would have entailed changing the development and support services department to a more leaner orientation and addition of employees to the Marketing and Sales team (to aggressively market TH to massively expand customer base). Since the initial sales prospects of PROCEED are small in number, hence a lean and efficient marketing and sales department will do the work optimally and thus no major changes in the organization structure are required at this point. As a suggestion, a partnership with one of the major......

Words: 1511 - Pages: 7