Built Entire New Global Channel in 18 Months

Ericsson Systems business unit had suffered downturn in volume.  It felt it could no longer afford direct sales force, and decided to move from an entirely direct  model to a 100% indirect sales force model.    

We were retained to design and implement the global strategy for this shift.  During our 23-month engagement, we:

• helped client refine strategy on types of channels needed;
• designed partner value prop & recruiting program;
• created process for identifying & vetting potential partners;
• designed a completely new onboarding program;
• streamlined their partner agreement process;
• created partner performance program
• created processes to support the entire indirect channel program

The initial plan from the client anticipated a 36-month process.  With our guidance and coaching, the client was able to create and implement a complex, multi-channel go-to-market strategy in 105 countries in half that time. 

Findings

• We worked with the senior management team to evaluate the opportunity, compare competitors, investigate regulatory requirements, assess channel entry options, and model costs.

Solutions

• Established a global distributor network and introduced Women’s Health portfolio
• Made recommendations to create branding for monitoring devices and improve cost position
• Identified distributors and launched respiratory line in five countries

Results

• Sales for women's health products grew by 20% over a period of 12 months after launch
• Sales for respiratory products grew by 65% in year 1
• Completed a pricing analysis for monitoring devices across 10 countries