The new PE sponsor of a $200M global leader in a niche business services market sought assistance from Candela in assessing the current go-to-market model and identifying and prioritizing opportunities to accelerate profitable growth. The company's sales had remained relatively flat for the preceding five years. Large segments of the business did not have a clearly defined total addressable market (TAM), and best practices were not being shared or adapted to work across regions.

Candela led the comprehensive evaluation of go-to-market strategy in the US and Europe: assessing growth strategy, sales org design, sales effectiveness, brand positioning marketing strategy, TAM, and customer segmentation. As part of the diagnostic, our team identified eight critical initiatives to drive profitable growth and led the execution of four of them. These workstreams included building a customer segmentation model, redesigning the overall sales org and coverage model, refining the brand strategy and messaging through primary and secondary research, and instituting an account management process. Candela also assisted the company in hiring a chief revenue officer.

The growth strategy identified $9M in near-term opportunities, an additional $15M in medium-term growth potential, and $50M in cross-sell potential for new analytics offerings. The company used the new segmentation model as a critical input into its annual planning process and sales coverage model. Based on customer size and total remaining potential, the new customer segmentation framework advised account management on the frequency and types of customer interactions necessary to maintain and grow an existing account. Findings from the brand strategy work informed a new and differentiated positioning in the marketplace.