Developing a Sales Strategy for Customer Acquisition and Retention

Short Description
We developed a sales strategy and connected frameworks that help international sales teams identify and win new customers while systematically developing existing relationships.

Ambition
Across regions, teams approached acquisition and customer development differently, while valuable local experience rarely became a shared standard. New customer acquisition and the development of existing relationships were often managed separately. The goal was to align both in one strategy, with common frameworks that define the relevant stages, activities and responsibilities.

Outcome

• A stronger basis for commercial steering and growth by connecting customer stages, activities and responsibilities in one shared model.

• Transferable commercial practices that turn experience from individual countries into a common approach that can scale across the company.

• Two connected growth frameworks covering the full journey: a B2B Acquisition Funnel to identify and win new customers and a B2B Lifecycle Flow to develop existing relationships.

• One shared customer view so every region works from the same map and uses a common commercial language.

• Clear stages with concrete actions that help teams plan activities, prepare customer interactions and provide the right materials and support.

AI-Booster
AI can enhance and scale the frameworks by supporting market-potential analysis, target-customer research and the identification of relevant customer signals with better pattern-recognition. With human oversight, it helps teams prioritize opportunities and determine the most appropriate next commercial action.