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Success Stories > Telecommunications

A global telecommunications equipment manufacturer with a goal to improve its competitive position, lower sales costs and better serve customers by implementing a multichannel B2B and Web based sales channel strategy.

Challenge: The customer was facing stiffer competition in an increasingly commoditized marketplace, and its existing sales model, which relied heavily on direct sales, was unsustainable. It needed to provide its customers with a more cost-effective, flexible means of buying its products. In part due to customer demand, the customer knew that it would have to expand its limited on-line sales channel, but it lacked a strategy to do so.

Solution: Fulcrum developed an on-line e-business strategy which used an integrated, pronged, approach that leveraged both direct B2B and Web sales. The B2B channel, designed to facilitate call-off sales to high value customers, can be supplemented by the Web channel for sale of configurable products to those key customers. The Web portal solution would also be designed for smaller customers, allowing self-service order management for commodity products.

Benefits: The combination of B2B and Web sales allowed customer to tailor its sales strategy on demand, based on customer characteristics. The company is expected to see a 23% increase in sales over two years without significant investment in sales and sales support resources.