Case:
New commercial strategy for Norlys Fibernet
As part of a decentralization process and a new Group operating model, Norlys Fibernet needed to review their commercial direction. Norlys appointed CoreConsult to develop a new commercial strategy, including growth levers and prioritisation.
At the same time, Norlys Fibernet wanted to accelerate sales after entering a new phase in the industry maturity cycle, where focus is more on network penetration than fiber roll-out.
“The CoreConsult team helped us define new paths forward for our commercial activities and enable important, data-backed discussions in the organisation.”
-Carsten Bryder, CEO of Norlys Fibernet
Approach: Analyzing 360 degrees to find new ways forward
To find the strategic roads forward, we supported the management team and organisation in discussions to analyze:
- Overall YoY business and sales performance, conversion rates, cancellation rates and reasons, etc., for every customer segment
- Competitor performance and offerings
- Technological trends, challenges and opportunities
- Gaps in the customer journey and satisfaction levels on a broad number of parameters
Furthermore, it was analysed and discussed whether Norlys should take more end-user responsibility, how to create growth while also maintaining long-term value creation, and whether a standardized Go-to-market approach or a locally customized approach would work best.
Result: New commercial strategy including 3 strategic focus areas
Together with the Norlys Fibernet strategy team, we delivered a full commercial review – divided into strategic and commercial beliefs, strategic customer segments, and targeted geographical go-to-market approaches,
The essential pain points to be solved were discussed with the management team followed by workshops to prioritize the high-level actions and quick-wins across the entire value chain to regain control of sales and secure long-term value creation.
The change journey As-is –> To-be was outlined in terms of:
- Market position and differentiation from competitors
- Go-to-market model
- Customer journey and new offerings
- Sales culture and ways of working
- Mindset and ownership throughout the process
The commercial strategy not only helped the management to set a new direction. It also created internal alignment and enthusiasm to accelerate growth.
Furthermore, the owners and important stakeholders of Norlys were reassured that the commercial strategy was based on a solid analytical foundation and had the right short and long-term goals.
“CoreConsult contributed with strong analytical and problem-solving capabilities – but more importantly, they integrated well with the internal teams.”
-Carsten Bryder, CEO of Norlys Fibernet
