Customer and Sales Alignment

Customer and Sales Alignment

Client: Managing Director, Australian IT Distribution.


Australian business under significant pressures around margin and new Managing Director employed to drive changes at pace to lift margin and revenue.

The Project

Using the organisation’s strategic pillars, we created a business change program with four main streams. Using human-centred design principles and significant engagement across the business, we were able to create some fantastic outcomes for the business. In this example, I’ll talk about the Customer and Sales alignment.


Project Activities

Led a program to create greater levels of stickiness with customers and close customer gaps to achieve revenue targets:

  • Completed a customer and vendor segmentation review with sales leaders showing greater opportunity in Tier 1 and Tier 2 accounts.
  • Review of sales force structure to segmentation, resulting in the establishment of an inside sales team to support Tier 1 and Tier 2 accounts.
  • Increased vendor and vendor product education for sales team members.
  • Refreshed the value proposition for the client as a Distributor.
  • Implementation a digital e-commerce customer portal for Tier 3 or long-tail customers.
  • Inside sales team was established and achieved 125% of target in first year.
  • Refreshed value proposition and vendor education resulting in increased confidence for salespeople.
  • Greater understanding of Tier 1 clients, and account plans built collaboratively meant increased penetration across the
    customer base.
  • New customer portal launched
Are you ready to make a change?

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Lemon Co was created to help you make your change, the way you want, in a really people-centered way.

My mission in life is not merely to survive, but to thrive; and to do so with some passion, some compassion, some humor, and some style

Maya Angelou

We’d love to hear your story and understand how we can help you. Reach out to Julie, our Head Change Maker at: