Case Study: Customer and Channel Partner Insight

Our client's front line to their customers - the channel partners - were not always acting in the client's best interest

"This project opened our eyes to how our partners were behaving and what impact that was having on our business."
Executive Vice President, Mid-Market Manufacturing Company

Business Issue
Sales were stagnant at this middle market manufacturing company. Given that their channel partners were the front line to the customer, the client wanted a better understanding of what was hindering sales.

Adroit's Role
Adroit was hired to perform customer and competitive insight to evaluate how to turn sales around.
Stages in the engagement included:

Conduct interviews with numerous partners and stakeholders.

Manufacturer's Reps
OEMs
Distributors
End Consumers

Evaluate competitive landscape

Go-to-market strategies
Market share
Mind share
Strengths and Weaknesses

Correlate findings and develop impact analysis.

Outcome
The results of Adroit's analysis and advice led to:

A outside, non-biased view of how partners and competitors see the client, their approaches and their products.

A clear understanding of where the client needed to improve their relationships with their sales channel partners.

A new approach for communicating the brand message to partners - as some partners were representing the product as high cost - not positioning it as value priced based on quality.

A change in their go-to-market strategy to meet competitive approaches.