Sales Planning & Analytics for an International Hospitality Client

Case Summary

Our client franchises more than five thousand hotels in the United States and over 20 other countries and territories, representing hundreds of thousands of rooms across the globe. Per previous work that Symmetrics Group did around organizational structure and sales strategy, a sales planning function was recommended as a new area within their Global Sales function.

Business Challenge

A sales planning function was needed as Global Sales wanted to be more data-driven and analytical and leverage all of the assets across the business (e.g., business intelligence, program management, IT, etc.) in one group. The VP of Sales was getting data and numbers from too many groups/functions, and there was no one group that could synthesize it for Global Sales. There also needed to be more justification and analytics around account assignments, targeting, and planning, among other business planning areas.

Symmetrics Group Approach

Symmetrics Group helped to ‘stand-up’ the sales planning function for Global Sales by creating processes, managing a team that included a Director, managers and analysts, and helping to develop annual targets, plans, and goals. The function included sales reporting/analytics, sales technologies and enablement, marketing, and business planning. The function is the main interface around Global Sales performance and optimization, and the role is part of the leadership team for the department.


Our client’s corporate segment – a key focus in 2014 – was up over 7% through May as compared to last year. Other segments are also up this year and have delivered more incremental room nights through May 2014 than they did in all of last year. A key sales planning focus has been on helping to drive certain business-oriented segments. Qualitatively, the SVP of Distribution was very pleased with the work to date, and the engagement lasted 5 months longer than originally planned given the value delivered. We also helped to onboard the new VP of Sales and Sr. Director of Strategic Accounts.

Lastly, the Sales Planning leader role was filled after a five to six month search, and Symmetrics Group successfully transferred the capabilities to the client.


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