Realigning the Sales Organization to Drive Greater Growth

Case Summary

Our client is a leader in the hospitality industry serving the mid-priced extended stay segment. To increase sales production, our client needed to better align the sales organization through greater role clarity, an expanded centralized sales function and a renewed focus on larger, more strategic accounts. Symmetrics Group was engaged to help drive this organizational redesign and bring leading practices and expertise around sales skills/competencies, role definition, employee onboarding and training, as well as compensation strategy & structure to accelerate the change.

Business Challenge

This company is the largest owner/operator of company-branded hotels in North America with over 650 hotels in the U.S. and Canada, comprising over 75,000 rooms. The management team realized that to continue to drive sales growth and to optimize and scale the sales organization, the team had to quickly clarify and simplify sales roles, redeploy sales resources to better align skills with market opportunities, and expand its centralized sales team to focus on more transactional activities in order to provide the bandwidth for key sellers to focus on large accounts.

Symmetrics Group Approach

The company engaged Symmetrics Group to help direct the realignment and build a foundation to drive sales effectiveness and change. The Symmetrics Group team managed several key work streams, including:

  • Skills Assessment – define sales skills and competencies for key roles, develop assessment criteria and approach, facilitate an evaluation process to ensure the company had the right people in the right roles and redesign the company’s annual performance review process for sales to incorporate the changes
  • Onboarding, Training and Sales Coaching – refresh existing sales employee onboarding program and develop new tactical sales process training materials to support the realignment; develop and deploy sales coaching model and cadence for newly formed centralized sales team
  • Compensation Strategy and Structure – evaluate current market compensation for key roles to inform the company’s compensation strategy and structure (traditional and non-traditional), facilitate the compensation design process and development of new comp plans

Symmetrics Group worked with the client project team to conduct a quick assessment of the current state across these areas. The Symmetrics Group team then deployed a collaborative approach to work with existing sales leaders to define “what does good look like” across key sales roles and to develop and deliver experiential training and a sales coaching model to drive and reinforce the change.


After redefining key roles and expanding its centralized sales team, the company has successfully realigned the team to more effectively sell into key clients and capitalize on market opportunities. The company has met or exceeded revenue targets over the last 2+ quarters, which is a testament to the renewed focus on driving customer value and providing a rewarding place to work for its sales team.

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