Case Studies           
                                                    Case #1:   Nobody Cares!
                                                    Case #2:   The Overgrown Teenager
                                                    Case #3:   The Great Launch
                                                                                                                    
          Nobody Cares!                          Marketing/Sales/Channel Alignment

    Challenge:
    A Fortune 500 semiconductor company was not getting enough focus from its distributors
    (Arrow, Avnet, etc.). In spite of standard industry incentives (Coop, MDF), and they did not
    actively push the company’s line of components, resulting in lagging sales.

    Actions:
    1.   Mapped processes and identified root causes:
    a. Low unit cost (~$0.20) made components line a low strategic priority
    b. Distributors’ central marketing did not incentive distributors’ field teams
    c. Company’s sales agents had no access to local distributors’ offices
    2.   Proposed solution (Word Cup Soccer Promotion for Asia and Europe, World Series
    Promotion for US, including VIP tickers and local office parties)
    3.   Staged implementation (1 Asia, 2 Europe, and 3 US) to fine-tune promotional package,
    communication, measurements, and incentives

    Results:
  •   Increased sales results by 15% over flat forecast
  •   Developed long-term local relationships between sales teams
differentiation
sales traction
channel expansion
marketable products
j.d.savelli & associates
MARKETING ALIGNMENT FOR HIGH TECH GROWTH
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