“Changing the buying and selling experience allowed Mitsubishi to improve metrics and trackability in a complex sales process. When the pilot expanded to additional markets, it validated our thinking. It’s gratifying to test new thinking and see it work!"
REENGINEERING THE SALES FUNNEL
Growth Lanes - Market Expansion | Technology
The Growth Opportunity
Mitsubishi Electric manufactures and sells best-in-class ductless heating and air products, leveraging a robust distributor network to target consumers. A distribution sales model provides many advantages in market expansion but can limit insights on the effectiveness of a sales campaign. Mitsubishi could not track a lead generated from marketing to final sale because their customers managed prospects once converted. The good news is they were open to change.
The Highlights:
- Disrupt the sales funnel changing the way customers buy
- Access to sales analytics they could not track prior
- Building custom technology and framework that would scale to other markets
PLAN METHODOLOGY
GROWTH &
STRATEGY PLANNING
BUILDING A REVENUE
GENERATION SYSTEM
DRIVING
GROWTH
GEO-TARGETED LEAD
GENERATION CAMPAIGNS
FULL SCALE REDESIGN
OF BUYING PROCESS
EXPAND CAMPAIGN TO NEW
GEOGRAPHIC MARKETS
PLAN METHODOLOGY
GROWTH &
STRATEGY PLANNING
GEO-TARGETED LEAD
GENERATION CAMPAIGNS
BUILDING A REVENUE
GENERATION SYSTEM
GEO-TARGETED LEAD
GENERATION CAMPAIGNS
DRIVING
GROWTH
EXPAND CAMPAIGN TO NEW
GEOGRAPHIC MARKETS
MEASURABLE OUTCOMES
A SCALABLE SYSTEM THAT TIED DIGITAL SPEND TO SALES INSIGHTS
NEW TECHNOLOGY ENABLES EQUAL DISTRIBUTION OF LEADS TO DEALER NETWORK
Kathy Steele,
Red Caffeine
