Getting through the growth stop
From stalled sales to measurable growth with integrated sales and marketing processes.
The Situation:
An established B2B manufacturer of industrial connection systems for construction had built a strong position in the Benelux region. With loyal customers and a reputation for reliability, the company achieved stable sales. However, growth remained stagnant for three years despite attempts at expansion. Management sought ways to break this growth plateau.
Key Challenges:
- Stagnant sales despite strong product offerings
- New foreign competitors with cost-effective alternatives
- Sales and marketing focused on existing relationships
- Lack of clarity on growth levers to prioritize
- Innovation focused on product improvements vs. true innovation
Our Approach:
- Comprehensive Business Analysis
- Revenue analysis by product, customer, and channel to identify value creation and underutilized segments
- Market trend analysis revealing shift toward integrated solutions vs. components
- R&D audit showing focus on incremental improvements vs. value for new customers
- Sales and marketing audit uncovering outdated go-to-market strategy
- Integrated Roadmap Development
- Repositioning as solution-oriented packages with clear value propositions
- Modernizing sales with B2B CRM system around customer journey
- Shifting to digital content marketing targeting construction decision makers
- Restructuring innovation around customer co-creation
- Hands-On Growth Lever Activation
- Implementing HubSpot as central marketing, sales and service hub
- Training sales team in consultative selling and digital prospecting
- Introducing agile practices for product, marketing and sales collaboration
- Developing dashboards to monitor pipeline and conversion rates
The Results:
- Broke through growth stagnation to achieve significant revenue increase
- Substantially improved lead generation through targeted digital marketing
- Increased average order value by moving to solution selling
- Entered new geographic markets with scalable sales and marketing
- Accelerated new product speed to market through cross-functional collaboration
The company is now on a clear growth trajectory with the right processes and systems for sustainable scale. CNIP's focused approach allowed management to regain control of commercial outcomes with clear performance metrics.
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