Case Madeco
Industry
Cable manufacturing
Services
B2B sales strategy, competency definition, commercial structure redesign
Client
Madeco by Nexans
Year
2024
Challenge
Optimizing the Adoption of Innovations in the B2B Market.
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 did not reach the expected levels of market penetration.
The main issue lay in the way the sales team presented and commercialized these products in the market, both through distributors and direct sales. The lack of a structured and aligned process between marketing, sales, and customer service limited the company’s ability to generate active demand. In addition, the distribution channel was not fully optimized to ensure that end customers clearly understood the value of Madeco by Nexans’ innovative products.
This scenario led the company to seek a solution that would strengthen its commercial strategy, improve the customer experience, and optimize the adoption of new technologies in the market.
Solution
Implementation of an Optimized B2B Sales Strategy.
To address this challenge, Madeco by Nexans partnered with BBK Group to redefine its B2B sales strategy, ensuring a comprehensive approach based on market analysis, process optimization, and improvements to the organizational structure.
B2B Market Research and Analysis.
BBK Group conducted in-depth research to understand the factors limiting Madeco by Nexans’ commercial performance. This research was developed across three key levels:
- B2B Customers: Interviews were conducted with distributors, contractors, and direct buyers to identify their expectations, challenges, and needs when purchasing industrial cables.
- Market Context: The competitive landscape and industry trends were analyzed, identifying opportunities to better position Madeco by Nexans’ innovations against other available solutions.
- Internal Structure: The company’s organizational dynamics were assessed, identifying opportunities for improvement in marketing, sales, and customer service processes to strengthen the commercialization of innovations.
Redesign of the Sales Process and Commercial Structure.
Based on the research findings, BBK Group implemented structural improvements in Madeco by Nexans’ B2B sales strategy. These initiatives included:
- Definition of an ideal customer journey, optimizing each touchpoint between the company and its clients to strengthen commercial relationships and facilitate the adoption of innovative products.
- Redesign of the commercial structure, establishing new roles and responsibilities across sales, marketing, and customer service teams to improve efficiency in the launch of new products.
- Optimization of the indirect sales channel, encouraging end customers to recognize the value of the Madeco by Nexans brand and request its solutions directly from distributors.
- Implementation of monitoring tools, enabling the measurement of commercial initiative effectiveness and adjustments based on performance results.
Strengthening Commercial Capabilities.
A key element in transforming Madeco by Nexans’ sales strategy was strengthening the commercial capabilities of its sales team. To achieve this, BBK Group developed a competency framework defining key skills to enhance commercial management in the industrial sector.
The actions implemented included:
- Competency assessments for more than 21 employees, identifying strengths and areas for improvement within the sales force.
- Specialized training programs, designed to strengthen commercial skills and improve the teams’ ability to sell innovative solutions in a highly competitive environment.
- Strategic alignment between marketing and sales, ensuring both areas worked together to drive product adoption in the market.
Results
Increased Innovation Adoption and Commercial Optimization.
The implementation of the new B2B sales strategy enabled Madeco by Nexans to optimize its commercial performance and strengthen its presence in the industrial sector. Key achievements included:
- Greater alignment across internal teams, ensuring more coordinated and effective commercial execution.
- Increased active demand from end customers, who now recognize the value of Madeco by Nexans’ products and request them directly from distributors.Optimization of the indirect sales channel, making it easier for distributors to offer the company’s products more effectively.
- Improved efficiency in the adoption of innovations, ensuring customers understand the value of new products and integrate them into their operations.
Additionally, the company established a continuous monitoring system to evaluate the impact of the strategy and make adjustments based on evolving market needs.
BBK Group
A B2B Sales Strategy with Real Impact.
Thanks to its collaboration with BBK Group, Madeco by Nexans successfully redefined its B2B sales strategy, improving the adoption of its innovations and optimizing relationships with clients and distributors. This transformation strengthened the company’s position in the industrial sector and ensured a more efficient commercial management model aligned with market needs.
BBK Group continues to consolidate its position as a leading consulting firm in Chile for brand and business transformation, delivering strategic solutions that span from research to execution. Its ability to optimize commercial processes and accelerate the adoption of innovation makes BBK Group a key partner for companies seeking to enhance performance in highly competitive markets.
