{"id":9844,"date":"2026-06-08T15:16:39","date_gmt":"2026-06-08T19:16:39","guid":{"rendered":"https:\/\/bbk.naitus.cl\/casos\/madeco-by-nexans-redisenando-su-estrategia-de-venta-b2b\/"},"modified":"2026-07-07T18:10:52","modified_gmt":"2026-07-07T22:10:52","slug":"madeco-by-nexans-redisenando-su-estrategia-de-venta-b2b","status":"publish","type":"casos","link":"https:\/\/bbk.naitus.cl\/en\/case-studies\/madeco-by-nexans-redisenando-su-estrategia-de-venta-b2b\/","title":{"rendered":"Madeco By Nexans: Redesigning Its B2B Sales Strategy"},"content":{"rendered":"\t\t
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Madeco By Nexans: Redesigning Its B2B Sales Strategy<\/h1>\t\t\t\t<\/div>\n\t\t\t\t
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With the support of BBK Group, Madeco by Nexans redesigned its B2B sales strategy, boosting demand and optimizing its commercial structure.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Industry<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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Services<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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Challenge<\/h4>\t\t\t\t<\/div>\n\t\t\t\t
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Optimizing Innovation Adoption in the B2B Market<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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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.<\/p><\/div><\/div><\/div><\/div><\/header>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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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.<\/p>

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.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Results<\/h4>\t\t\t\t<\/div>\n\t\t\t\t
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Implementation of an Optimized B2B Sales Strategy<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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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.<\/p><\/div><\/div><\/div><\/div><\/header>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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B2B Market Research and Analysis <\/h3><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/path><\/svg><\/span>\n\t\t\t<\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
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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:<\/p>

  • B2B Clients<\/strong>: Interviews were conducted with distributors, contractors, and direct buyers to identify their expectations, challenges, and needs regarding the acquisition of industrial cables.<\/li>
  • Market Context<\/strong>: Competition and sector trends were analyzed, detecting opportunities to better position Madeco by Nexans’ innovations against other available solutions.<\/li>
  • Internal Structure<\/strong>: Organizational dynamics within the company were evaluated, identifying opportunities for improvement in marketing, sales, and customer service processes to strengthen the commercialization of innovations.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t
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    Redesign of the Sales Process and Commercial Structure <\/h3><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/path><\/svg><\/span>\n\t\t\t<\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
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    Based on the research findings, BBK Group implemented structural improvements in Madeco by Nexans’ B2B sales strategy. These improvements included:<\/p>

    • 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.<\/li>
    • 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.<\/li>
    • 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.<\/li>
    • Implementation of tracking tools, allowing the measurement of the effectiveness of commercial initiatives and adjusting them based on the results obtained.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t
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      Strengthening of Commercial Competencies. <\/h3><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/path><\/svg><\/span>\n\t\t\t<\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
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      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.<\/p>

      The actions implemented included:<\/p>

      • Competency assessments for more than 21 collaborators, allowing the identification of strengths and areas for improvement in the sales force.<\/li>
      • Specialized training plans, designed to strengthen commercial skills and improve the teams’ ability to sell innovative solutions in a highly competitive environment.<\/li>
      • Strategic alignment between marketing and sales, ensuring that both areas worked together to boost product adoption in the market.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t