Temporary staffing to guide the sales team towards a new way of working and activate global marketing campaigns in the Nordic region

Case in brief:

CHALLENGE: Implement a new CRM and new working methods for new customer recruitment in the sales organization
SOLUTION: A dedicated resource to methodically guide the sales team towards a new way of working and activate global marketing campaigns in the Nordic region
RESULTS: Support for the Nordic sales organization by changing both ERP and CRM systems, as well as local activation of global, digital campaigns

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“In a committed and pedagogical way, Expresso supported our Nordic sales organization by changing both the ERP and CRM systems, as well as through local activation of global digital campaigns.

The assignment ended with a structured handover to the person we recruited to take over the job as commercial coordinator. I am very pleased with Expresso's input!"

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Anders Knapasjö
VP Sales Nordics | Piab Lifting Automation

Challenges

  • No handover
  • Many systems to get acquainted with
  • Developing a method for guiding the Nordic sales force towards a new way of working with the CRM in focus

Expresso's solution

We provided a cost-neutral solution (monthly cost equivalent to one full-time employee on the job) with a junior resource who was curious to learn and confident in leading a team through change.

Keys to success: clear leadership from the Nordic sales manager, and a curiosity to learn and guide change on the part of Expresso's consultant.

Expresso's delivery

Marketing with a focus on generating qualified leads

• Ensure a flow of inquiries from customers by regularly updating the local website and continuously working with SEO • Implement global campaigns locally • Local campaigns for existing customers, based on CRM data • Plan and carry out exhibitions • Translations • Monthyl KPI reporting monthly • Join the sales team • Generate and qualify leads

Sales support

• Sales coordination • Ongoing dialogue with prospects • Implement a new CRM system locally, including training of salespeople • Collect routines and contacts from salespeople who leave the organization • Establish new routines with newly recruited salespeople

Localization

Support for customizing the channel activation strategy for local activation.

Aftermarket

• Support the implementation of a new, global ERP system • Manage incoming orders • Manage outbound shipping

Background

Driven by the Corona pandemic, Piab Lifting Automation's management team decided in August 2020 that the company would globally accelerate the process of implementing a digital marketing and sales process, with a focus on both recruiting new customers and increasing digital sales to existing ones.

At the same time, a new central ERP system and CRM system would be implemented locally.

For several months there had been a vacancy in the service that previously undertook these tasks The Nordic sales manager therefore contacted Expresso to find a person who could lead the Nordic organization through two completely digital global campaigns, a change of CRM and ERP systems, train sales people in the new tools, and also help with administration.

tawi

About Piab Lifting Automation

Founded: 1923, since 2020 part of the Piab Group
Commercial brands: TAWI and Manut-LM
Head office: Kungsbacka, Sweden
Geographical distribution: Global
Sales 2021: SEK 620 million
Core business: Development, production and sale of lifting solutions using vacuum technology
Owner: Piab Group 

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TAWI smart lifting

Team Expresso

This project was delivered by Expresso

Madeleine Kjällgren

Marketing Activation Specialist

1594469650555

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