Sales Management Association Case Study: Siemens One

Jun 09, 2008


For global sales organizations with a diverse set of sales opportunities, few challenges are more daunting than providing adequate customer coverage. Siemens Corporation addresses this challenge with its Siemens One division, which integrates the multi-unit sales effort required for complex, strategic opportunities.

Like many multi-division firms selling complex solutions, Siemens struggled with redundant sales coverage - sales teams from different divisions calling on the same customers. In an effort to bring greater clarity to its coverage model, Siemens established Siemens One in 2001. Focusing on key accounts and strategic vertical markets in both public and private sectors, Siemens One is a wholly-owned subsidiary of Siemens Corporation, integrating the sales efforts of its corporate parent's disparate selling units and solutions. Siemens now finds it far easier to identify and close on strategic cross-selling opportunities – while its customers are provided more complete and integrated solutions.

Dimitri Kapelianis, Assistant Professor of Marketing at Atlanta’s Goizueta Business School and Sales Management Association board member, discussed Siemens One's sales structure with Siemens One CEO and President Kent Cornelius in this interview. Their conversation yields much insight into sales organization design, sales force deployment models, and optimal customer coverage as a means of driving growth.

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