Case Study

Sales to Design

  • Summary
    • A medium size public OEM custom computer electronics manufacturer was having difficulty finding a successful differentiation strategy.
    • Competition for new design wins was intense.
    • Customer service perception was very much built around design response and flexibility.
  • Challenges
    • Project award was largely determined by customers' perception of supplier design team performance, given price, quality, and service were deemed too close to differentiate.
  • Results
    • Each design manager was assigned "permanently" to a specific customer, so that the manager and his or her team could learn the priorities of a particular customer over time, including customized qualification processes, etc. Design managers were measured on "win performance," much like the sales force would be. Most design teams achieved 1st or 2nd market share at their assigned customers within 2 to 4 project cycles.