The Challenge:
A North American energy business decided to change its strategic focus from distribution to consumer retailing. As a result, it needed to move from a B2B to a B2C marketing approach. With the change in strategy, the client needed to embed consumer oriented marketing skills, processes and behavior into its organization.

The Approach:
Market Edge worked with the client to design a 2-week development program for middle level managers. This 'Marketing for Professionals' program was designed to expand their traditional competencies into new areas such as consumer research, branding, category management and merchandising.

The program was delivered to a broad cross section of commercial and functional managers around the world. Local content and language were tailored to each region to optimize effectiveness.

The Outcome:
The new sales model was implemented to ensure the effectiveness of the strategy. Marketing effectiveness increased significantly as viewpoints and best-practices were shared within the organization. By engaging markets in a new way, the businesses growth prospects were significantly revitalized.