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CLIENT CASE STUDY


Su-Kam: Transforming sales to power performance and growth

Overview

Su-Kam is a leading solar power solutions provider in India with a presence in more than 90 countries. It designs and manufactures a wide array of back-up power and solar power solutions for both retail and institutional customers.

The company experienced strong growth in the wake of a rising power deficit and the promising potential of solar energy. To capitalize on this growth, it recognized a number of opportunities and collaborated closely with Accenture Strategy to identify key growth levers and implement a broad sales strategy program.

Accenture Strategy reviewed Su-Kam’s internal and external environment and its key processes. Initiatives were then prioritized and pilots executed in key geographic locations.

By teaming with Accenture Strategy, Su-Kam has established a solid foundation for breakthrough growth in 2017 and beyond.

DOWNLOAD SU-KAM: TRANSFORMING SALES TO POWER PERFORMANCE AND GROWTH [PDF]


Accenture brought a robust data-driven approach to the project, ensuring that decisions were made insightfully and with the potential to achieve optimal results. A strong focus on systems and people development has positioned Su-Kam to reach its ambitious growth targets.

KANAV SACHDEV

Promoter Group Lead, Su-Kam

OPPORTUNITY

Su-Kam experienced strong growth in the wake of a rising power deficit and the promising potential of solar energy. To capitalize on this growth, the company recognized a number of opportunities:

Geographic diversification. The contribution to Su-Kam’s turnover from the South, West and East regions only accounted for 30 percent.
Channel expansion. Thirty percent of distributors accounted for 80 percent of turnover.
Credit management. Cash flow was affecting its operations.
Sales tracking and monitoring. Business could not respond pro-actively to changing market conditions.
Mobility-based solutions. Orders were mostly received by the branch accountant via email or telephone.
Product awareness. Communicating the value proposition of Su-Kam’s products.
Channel partner engagement. Increasing engagement with distributors could help them feel more connected to the brand.
Leadership development. Redesigning business processes and focusing on developing the capabilities of its people.

Su-Kam engaged Accenture Strategy in a sales transformation initiative to capitalize on these opportunities.

OUTCOMES

Accenture Strategy collaborated closely with Su-Kam to identify growth and implement a broad sales strategy program that would provide a foundation for breakthrough growth in 2017 and beyond.

Accenture Strategy reviewed Su-Kam’s internal and external environment and its key processes. Initiatives were then prioritized and pilots executed in key geographic locations.

To help increase sales in nascent markets, a mobile-based ordering application was implemented; teams in critical states were deployed and trained; a sales force incentive program was devised and launched; and a cluster framework was developed and institutionalized.

Accenture Strategy encouraged the company to use its Electroscopie—an innovative tool it developed to compare power systems—to support its sales efforts.

With assistance from local teams, the core team rolled out direct marketing campaigns across 11 states and 2,000 dealer points. Accenture Strategy also led key marketing campaigns by teaming with various media houses, government bodies and third-party agencies on behalf of Su-Kam.

Su-Kam’s channel to market was increased by about 15 percent and a process to add new distributors was implemented. A number of channel partner meetings across the country were facilitated where new product launches and promotion schemes were shared as well as training.

Accenture Strategy helped Su-Kam achieve an 18 percent decrease in days outstanding within 11 months by effectively managing its outstanding credit. Additionally, the contribution of cash and carry sales increased from 12 percent in April 2015 to 29 percent in February 2016.

By teaming with Accenture Strategy, Su-Kam has established a solid foundation from which to capitalize on opportunities for growth.

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