Directional Staffing
Leading international B2B marketer optimizes aggregate staffing
The Company
A leading international B2B marketer, serving clients through a mix of dedicated account teams and call center operations worldwide.
The Challenge
The client had devoted much effort to optimizing aggregate staffing of their B2B sales force but wanted to implement a more scientific and repeatable approach to staffing. While they had observed a generally positive relationship between changes in staffing level and account revenue, management wanted to know which accounts would provide the largest revenue increases in response to increased staffing. To answer this question, the client employed APT's enterprise Test & Learn software to accurately optimize staffing per account and maximize profit.
The Solution
Using the APT Suite, the client's analytical group was able to measure the impact of historical changes in account staffing against changes in account revenue. This initial analysis quantified the positive relationship between changes in an account's staffing levels and changes in the account's revenue. With the help of the APT Suite, the client was then able to segment the results on various characteristics such as industry, customer revenue, number of employees, prospect of growth, historical growth, etc. to determine which types of accounts responded best to an increase in attention from the sales team.
The client then built a model which predicted, per account, the lift in revenue per incremental staff person. The model was then applied across the organization to optimize staffing per account.
Results
It is predicted that this new recommended staffing strategy will allow the B2B marketer to realize more than $7MM/year in incremental profit. The client is continuing to apply the Test & Learn approach to further increase the effectiveness of all of its account development efforts, including global account teams and call center operations.
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