Redesigning a European Sales Strategy and Territory Plan


Case Summary

Our client sought to improve the coverage and efficiency of its sales territory plan in order to optimize the company’s account portfolio. Symmetrics Group developed an optimized sales structure and resource allocation plan, empowering lower level sales team members to “hunt” new opportunities within current corporate accounts, more effectively partner with national sales managers on Key Accounts and leverage the Business Development team at corporate headquarters to identify new prospects.

Business Challenge

Our client was the world’s largest hotel company by room count, with more than 4,400 properties in more than 100 countries, and $1.6 billion in revenue.  It wanted to improve its efficiency and customer coverage model throughout Europe. Initially, the UK and Ireland were allotted a disproportionate amount of resources, relative to the rest of Continental Europe. Resources across the territories needed to be better allocated. The various sales teams, siloed by different segment focuses, were not cohesive in their communication or collaboration. Finally, the company needed to evaluate and optimize its account portfolios to align with an improved structure.

Symmetrics Group Approach

Symmetrics Group gathered information on current accounts. Select members of the leadership team and all Key Account Directors were interviewed to gain a better understanding of the current state and opportunities for improvement. An analysis was done for the lowest level sales position, to understand in what areas there was an over or under allocation of headcount for recommendations around future headcount movements or hiring. A pilot program was created for individuals in this role, which included changing the role to empower them to “hunt” opportunities within current corporate accounts and assist the Key Account Directors in identifying and closing opportunities that would have otherwise been overlooked. Finally, Symmetrics Group met with the Business Development team at corporate headquarters to help identify potential future accounts that could expand the new business opportunity pipeline.


The client was able to re-balance its account portfolio and develop some of the new prospective accounts recommended by Symmetrics Group. The pilot program for the lower level sales team members was launched, and the client is in the process of implementing the revised territory and sales team structures for more optimal coverage across all its European territories.

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