Madeco By Nexans: Redesigning Its B2B Sales Strategy
With the support of BBK Group, Madeco by Nexans redesigned its B2B sales strategy, boosting demand and optimizing its commercial structure.
Industry
Challenge
Optimizing Innovation Adoption in the B2B Market
Madeco by Nexans, a leading company in the manufacturing and distribution of cables in Chile, faced a challenge in the adoption of its innovative solutions within the B2B market. Despite developing high-impact products for its industrial clients, the commercialization of these innovations was not reaching the expected penetration levels.
The main problem resided in the way their sales team presented and marketed these products in the market, both through distributors and direct sales. The lack of a structured process aligned between the marketing, sales, and customer service departments limited the ability to generate active demand. Furthermore, the distribution channel was not fully optimized for end customers to understand the value of Madeco by Nexans’ innovative products.
This scenario led the company to seek a solution that would allow it to strengthen its commercial strategy, improve its customer experience, and optimize the adoption of new technologies in the market.
Results
Implementation of an Optimized B2B Sales Strategy
To address this problem, Madeco by Nexans collaborated with BBK Group in redefining its B2B sales strategy, ensuring a comprehensive approach based on market analysis, process optimization, and improvement in the organizational structure.
B2B Market Research and Analysis
BBK Group conducted detailed research to understand the factors limiting the commercial performance of Madeco by Nexans. This research was based on three key levels:
- B2B Clients: Interviews were conducted with distributors, contractors, and direct buyers to identify their expectations, challenges, and needs regarding the acquisition of industrial cables.
- Market Context: Competition and sector trends were analyzed, detecting opportunities to better position Madeco by Nexans’ innovations against other available solutions.
- Internal Structure: Organizational dynamics within the company were evaluated, identifying opportunities for improvement in marketing, sales, and customer service processes to strengthen the commercialization of innovations.
Redesign of the Sales Process and Commercial Structure
Based on the research findings, BBK Group implemented structural improvements in Madeco by Nexans’ B2B sales strategy. These improvements included:
- Definition of an ideal customer journey, optimizing each touchpoint between the company and its customers to strengthen the business relationship and facilitate the adoption of innovative products.
- Redesign of the commercial structure, establishing new roles and responsibilities in sales, marketing, and customer service teams to improve efficiency in the introduction of new products.
- Optimization of the indirect sales channel, promoting that end customers recognize the value of the Madeco by Nexans brand and request its solutions directly from distributors.
- Implementation of tracking tools, allowing the measurement of the effectiveness of commercial initiatives and adjusting them based on the results obtained.
Strengthening of Commercial Competencies.
A key element in the transformation of Madeco by Nexans’ sales strategy was the strengthening of its sales team’s commercial competencies. To achieve this, BBK Group designed a competency dictionary, establishing key skills to improve commercial management in the industrial sector.
The actions implemented included:
- Competency assessments for more than 21 collaborators, allowing the identification of strengths and areas for improvement in the sales force.
- Specialized training plans, designed to strengthen commercial skills and improve the teams’ ability to sell innovative solutions in a highly competitive environment.
- Strategic alignment between marketing and sales, ensuring that both areas worked together to boost product adoption in the market.
Results
Greater Adoption of Innovations and Commercial Optimization
The implementation of the new B2B sales strategy allowed Madeco by Nexans to optimize its commercial performance and strengthen its presence in the sector. Among the main achievements reached are:
Greater alignment of internal teams, ensuring more coordinated and effective commercial execution.
Increase in active demand from end customers, who now recognize the value of Madeco by Nexans products and request them directly from distributors.Increase in active demand from end customers, who now recognize the value of Madeco by Nexans products and request them directly from distributors.
Optimization of the indirect sales channel, making it easier for distributors to offer the company’s products more effectively.
Greater efficiency in the adoption of innovations, ensuring that customers understand the value of the new products and integrate them into their operations.
In addition, the company managed to establish a continuous monitoring system to evaluate the impact of the strategy and make adjustments based on market needs.
BBK Group
A B2B Sales Strategy with Real Impact
Thanks to the collaboration with BBK Group, Madeco by Nexans managed to redefine its B2B sales strategy, improving the adoption of its innovations and optimizing the relationship with its clients and distributors. This transformation allowed the company to strengthen its position in the industrial sector and ensure more efficient commercial management aligned with market needs.
BBK Group establishes itself as the leading consultancy in Chile in brand and business transformation, offering strategic solutions ranging from research to execution. Its ability to optimize commercial processes and boost the adoption of innovations makes BBK Group a key partner for companies seeking to improve their performance in highly competitive markets.