A listed multi product, multi location Rs. 1000 cr industrial products company with presence across sectors wished to exponentially grow their protected agriculture business. The sales team was more focused on primary sales to distributors without a clear Go-To-Market plan to reach out to customers. There was no visibility to prospective customers and hence the volume and visibility of sales suffered. The Company wanted a sharp and sustainable increase in business on the back of a robust GTM plan.
Insight generation into farmer beliefs and behavior was followed by design of a detailed Go To Market plan. The elements of the design were geographical mapping, channel design/ remuneration, prospect management system, roles of sales team members and reward & recognition. A pilot was run in Ahmednagar and Nashik districts prior to scale-up.
The pilot resulted in 5X increase in sales prospects and 3X increase in business. National roll-out underway.