Ambitious growth targets of a listed plant engineering group put the sales concept for its spare parts, wear parts and modernization business to the test. The task was to analyze the marketing and sales processes, develop a new digital sales and marketing strategy and implement it.

Initial situation

• No cooperation between marketing and sales
• No digital sales strategy
• No consistent lead management
• Little marketing expertise in digital lead generation and marketing automation

Measures

• Reorganization of marketing as a cornerstone for digital sales
• Introduction of performance marketing and marketing automation
• Lead qualification with online calculators
• Development of profiling as an investment in the future