Case study
Adhesive Alliance: The Fusion of Two Industry Titans
Bringing together disparate sales and marketing strategies to forge a path towards innovation, efficiency, and meaningful cost savings
Situation
The merger of two adhesive companies, each excelling in distinct categories of industrial and consumer products, resulted in the establishment of a new entity. However, the sales and marketing teams were never integrated. Candela was hired to help them reduce sales and marketing costs and improve the success of their innovation efforts.
Candela's Role
Our team conducted a comprehensive assessment of work processes, financial outcomes, and staffing models across the enterprise. This led us to identify opportunities for centralizing the marketing and product management function throughout the organization, with a sharp focus on products, applications, channels, and end users. In conjunction with this, we implemented several structural changes, including consolidating the sales operations function across the enterprise, realigning the market development team under Marketing with a focus on key geographies, introducing a new Insights & Innovation function to drive insights-based new product development, and restructuring the consumer division sales team.
Impact
Our efforts yielded anticipated savings of $300K by reorganizing the role of market development and implementing a revamped compensation plan that aligned pay more effectively with performance. This alignment was complemented by a 15% reduction in sales headcount, facilitated by improved spans of control. The newly configured Insights and Innovation team served to streamline effort and communication between technical R&D organization and the market-facing product management and sales teams. Furthermore, the consolidation of four teams into two led to a significant reduction of $500K in the company's leadership costs.
2
Teams Eliminated
$800k
Employee Savings
15%
Sales Headcount Reduction
