The Sulzer Corporation: A Proactive Approach to Business

Challenge
The Sulzer Corporation is a globally active industrial group. It consists of four core divisions, which rank among the top three suppliers in their markets, and one venture division. SulzerMetaplas Inc. is the US division, which is a provider of PVD coatings for decorative and functional applications. SulzerMetaplas' implementation of growth goals involved increasing their sales pipelines, a more organized and structured sales environment and improving their overall marketing presence.

Analysis
In analyzing the company's existing sales structure, Focus America concluded that:

Enhancing the company's visibility via various marketing tools was a must.
Implementing a New Business department would create a more proactive and consistent approach to lead generation; this person was selected and managed by Focus America.
A CRM implementation would help the company to successfully track and maintain information on prospects and customers.

Solution

Set up a CRM implementation using Salesforce.com, and also develop a customized Sales Roadmap as a tool to aid both the Sales and Business Development departments through the various stages of the selling and buying cycle.
Weekly and monthly meetings were held with the Business Development Representative to monitor their activity and the sales pipeline, discuss projects, review and establish expectations and develop new objectives moving forward.
The implementation of various marketing tools helped to create more exposure for SulzerMetaplas (US) Inc. The various tools included: Trade Shows, Case Studies, Reference Letters,and Monthly E-Newsletters.
Focus America helped with the selection of a Trade Show booth vendor.

Result

As a result Focus America's efforts:

The Salesforce.com CRM implementationand The Sales Roadmap have become the standard for the sales organization, allowing them to easily identify activities and opportunities in their sales pipeline.
The Business Development Representative has exceeded his quota and is consistently feeding the organization real, quantifiable sales opportunities.
SulzerMetaplas (US) exhibited at five Trade Shows in key geographies throughout North America in the year following their initial training.
The E-Newsletter is providing quality information to their clients and prospects on a consistent basis. Generated reports help to measure the recipients' interest allowing Sulzer to focus their message even more.