This document discusses aligning sales and marketing to improve results. It shows that focusing on the top customers, which make up 90% of total margin, is most effective. Customers should be segmented based on their industry and needs, not just what they buy. The most profitable customers are those with the highest margins, not necessarily the largest dollar amounts. An effective alignment model has dedicated major account managers and distributor support. Keeping sales and marketing aligned requires regular meetings and communication between the teams.

1. Sales and Marketing Alignment that
actually produced results!
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2. Select customers with FACTS!
$140,000,000
$120,000,000
Cumulative CM
$100,000,000
$80,000,000
$60,000,000
$40,000,000
$20,000,000
$1
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
5500
5786
Customers ranked by CM (highest to lowest)
The Top 1,300 Accounts Represent Approximately 90% of the Total Margin
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3. Market Segmentation - Behavior
End
User
Specified
OEM
Specified
Process
N/A
Fab Press Centrifuge
Molding
Commercial
HVAC
Eng. Gen
Pump
Repetitive
Manufacturing
Commercial
Compressor Woodworking
Appliance
Design/Build
It’s What They Do! Not What They Buy!
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4. A Good Customer is:
• A Good Customer Is Any Customer Who
Meets Your Criteria for Good Customer
Selection
• What Are the Criteria for Account Selection?
• Does $$$ Opportunity = “Goodness”?
• Does past performance = “Goodness”?
• Do long valued relationships = “Goodness”?
Q: What is the Mortal enemy of your team?
A: Anecdotal evidence
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5. When Is a $40,000 Customer
Worth More Than an $80,000
Customer?
When the $40K Customer Is at 50%
Margin
and the $80K Is at 20%
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8. • Develop or Maintain
• Covered by Square D
Channel
Accounts
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9. The Model
Programs
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10. Implications of Major Account Strategy
Major Accounts
Square D OEM Sales - Primary
Major Acct Marketing Manager
Responsibilities:
• Major Acct. Plan Development/Msrmnt.
• Drive Major Acct. Needs/Priorities
• Drive Productivity/Specialized Services
• Manage multi-site coordination
Square D Distributors - Supporting
Electronic
Machinery
Panel
Building
Control
Semiconductor
Panels
Square D
Metalworking
Panels
Printing
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Back-Up
Power
Computer
Pwr.
Engine
Generator
Telecomm
• Policy Deployment
HVAC/Pump/
Compressor
EDEM
Mat
Handling
HVAC
EDEM
Packaging
Refrigeration
EEM
Conveyance
Pump
Retrofitters
Elevator
Compressor
Escalator
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11. Go to market Implications of Channel Strategy
Channel Accounts
Distributor Sales - Primary
Responsibilities:
• Distributor Business Development
• Policy Deployment
• Sales Plan/Program Support
Square D Channel Sales - Supporting
• Price/Profitability Management
Field/Channel Marketing Support
Electronic
Machinery
Panel
Building
Control
Semiconductor
Panels
Square D
Metalworking
Panels
Printing
T. Insprucker 847-963-8863
Back-Up
Power
Computer
Pwr.
Engine
Generator
Telecomm
HVAC/Pump/
Compressor
EDEM
Mat
Handling
HVAC
EDEM
Packaging
Refrigeration
EEM
Conveyance
Pump
Retrofitters
Elevator
Compressor
Escalator
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13. How to keep alignment
• Yearly one week boot camp for ALL sales and
marketing, focused on the new years plan of
action. Plus time for team building/bonding.
•Quarterly meetings of Major account and
portfolio account teams
• Constant executive dialogue
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