Telecommunications
Building new sales channels in an established telecom business
The creation of the company's first door-to-door and telesales channels expanded an established telecom business's routes to customers. The work also strengthened indirect distribution and supported national commercial execution for a new Direct-to-Home television proposition.
Context
The company operated nationally through established sales networks and a complex corporate structure. New channels and products needed to work within existing systems, processes and support functions.
The challenge
Each new channel required its own team, operating model and sales processes, while remaining integrated with the wider business. The Direct-to-Home (DTH) rollout also required coordinated distribution, customer experience and support at national level.
Role and scope
The role combined leadership of new sales-channel development with responsibility for indirect sales, distributors and retail partnerships. Within the wider DTH launch team, the remit covered key elements of national distribution, sales execution, customer experience and customer support.
The approach
The company's first dedicated door-to-door operation was built from the ground up. Recruitment, organizational structure, sales procedures and operating rules established how the channel would function within the national sales organization.
The first telesales operation introduced a new remote-sales capability. The work covered recruitment, the operating model, sales processes and performance structures, with integration into the company's existing commercial and support functions.
Distributor management and new partnerships with major retail chains created further routes to market. The work focused on aligning partner-led sales with the company's customer-handling, sales and support standards.
As part of the wider launch, the work addressed distribution, sales execution, customer experience and support. Coordination across functions helped prepare sales teams, partners and customer-facing teams for the new product and its customer journey.
The outcome
The business gained functioning door-to-door and telesales channels, broader indirect distribution and new retail partnerships. National commercial and operational support for the DTH proposition connected sales execution with customer experience and support.
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