Case Stories
Read how EET connects 35 acquisitions with a single shared position
How EET leverages systems and behavior after 35 acquisitions
STARTING POINT
- 35 acquisitions
- 590 employees since 2009, including approx. 300 salespeople
- HQ in Denmark and 26 offices in 19 countries
- More than 1,000,000 product items
- Multi-million investments in Salesforce (CRM)
CHALLENGES
- Local autonomy in countries, inconsistent Salesforce use after two years
- Busy handling emails from C-customers, needing conversion to proactive contact with A/B customers
- Low margins and price pressure, but large potential in shifting product and customer mix
PROCESS
- Common buy-in from all country managers in Paris
- Train-the-trainer program for 26 sales managers (2 days/quarter)
- Mapping of the best practices in sales and leadership behavior in Scandinavia and Southern Europe
- Development of core narrative, CVP, and USPs
RESULTS
- 92% of salespeople now use Salesforce and sales reports
- Deep acceptance of strategy, product, and customer mix
- Shared language, tools, and focus across borders
- Consistent, professional sales behavior across borders
TIPPING POINTS
- Co-creation of processes and content with management and marketing
- Strategy dictating the sequence of training themes
- Use of facts, insights, and documentation from HQ
- Access criteria have made the forum exclusive (private club)
'The potential is enormous, and we must capitalize on it.'
Group CEO of EET
