Esri

Esri had realized that digitalization placed demands on how modern sales and marketing staff should work. They found it challenging in getting the sales and marketing organizations to work more effectively and to work together. The purpose was to create more and better business opportunities.

Esri had already begun the journey when Structsales was brought in. Esri had modified their marketing organization to work more digitally. But Esri was facing a number of challenges in the implementation phase:

1. The degree of maturity between the marketing department and sales department was even collaboration was unclear. 
2. There was a substantial need to clearly define roles, processes and areas of responsibility in the new organization. 
3. Even if there was considerable knowledge at the company, Esri lacked clear documentation on the processes. 

Structsales and Esri worked together in producing well-grounded documents and formalized the points above.  This was accomplished through workshops and facilitation conducted by Structsales. We also prepared a primary document that serves as an agreement between Esri’s marketing and sales staff. An agreement that enables improved collaboration. 

The journey began with determining a development strategy. Structsales was responsible for conducting workshops, work meetings and lectures, and for providing individual support as needed. Structsales summarized the processes in a final document for Esri. This now serves as a steering document and Esri uses it to structure its organization for marketing and sales.

Thanks to Structsales’ efforts there is now a formalized and successful process at Esri. A process that clarifies how sales and marketing should work together in creating long-term business arrangements with the company’s customers. A process that is constantly creating more business value for Esri.