Optimizing a Global Hospitality Company’s Sales Organization

Case Summary

Our client franchises more than five thousand hotels, representing in excess of 500,000 rooms in the United States and 20+ other countries and territories. Trailing twelve months revenue was ~$750M, with operating margins >25%.

Business Challenge

Our client wanted to assess their Global Sales organization, as they did not think it was optimized for the market opportunity and for internal effectiveness. The new VP of Sales wanted to revisit their go-to-market strategy and org design and ensure they were aligned to best practices, benchmarks, and the market opportunity. The VP of Sales also wanted to create a pipeline culture via Salesforce.com in terms of leads, opportunities, and accounts/territories, with clear reporting and metrics around progress.

Symmetrics Group Approach

Symmetrics Group analyzed their 1000+ tiered customer base to determine the best go-to-market and org design to maximize revenue and focus on the major customer value drivers. We re-architected their org structure and their accounts/territories in terms of aligning resources to market and account potential, as well as fit.

Per our analysis across Global Sales, Symmetrics Group made six key recommendations across each of the sales leaders, inside and outside sales, and the account/territory model. Recommendations included:

  • Placing a greater focus of resources on Travel Management Companies
  • Leveraging synergies across two departments in terms of resources and cross-training
  • Creating an inside support team for Outside Sales
  • Developing a Sales Planning Function to centralize planning, reporting, and enabling tools and technologies
  • Deploying a data-driven, value-oriented ‘Way of Sales’ to enable an insights-based selling approach

Symmetrics Group helped to implement the main recommendations in subsequent follow-on projects.


Approximately one year later, the company is exceeding their targets in the key segments on which they are focused, using less overall resources. In one key segment, their YTD room night performance through June is up almost 9% vs. negative growth the previous year. In another key segment, their YTD incremental room night growth is 6% higher than last year, but over 100% higher than their goal.

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