Case:
New commercial strategy for Sinal - part of Norlys
As part of a decentralization process and a new Group operating model, Sinal (the former Norlys Fibernet) needed to review their commercial direction. Sinal appointed CoreConsult to develop a new commercial strategy, including growth levers and prioritisation.
At the same time, Sinal 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 Sinal – part of Norlys
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 Sinal should take more end-user responsibility, how to create growth while also maintaining long-term value creation. It was also investigated whether a standardized Go-to-market approach or a locally customized approach would work best going forward.
Result: New commercial strategy including 3 strategic focus areas
Together with the Sinal 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. The overall goal was 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 for Sinal. It also created internal alignment and enthusiasm to accelerate growth.
Furthermore, the owners and important stakeholders of Sinal 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 Sinal – part of Norlys.
