Case Study

ACL Industrial Technology – Building Sales Capability for Future Growth



How We Built Sales Capability

ACL Industrial Technology (ACL) is a leading provider of industrial technology solutions, committed to delivering innovative products and services to its clients. The company focuses on building further sales capability to ensure future growth and achieve its revenue targets.


Taking ACL Industrial Technology To The Next Level


ACL Industrial Technology faced the challenge of needing a comprehensive sales audit to build a robust sales capability that supports future growth and ensures the sales department operates at optimal levels. The primary obstacle was the lack of clarity in the sales process, leading to inconsistent approaches and accountability among team members.

This lack of structure was hindering the company’s ability to meet revenue targets and achieve business success.


To address these challenges, a structured approach was implemented to enhance ACL’s sales capability:

  1. Sales Audit: Conducted an in-depth critique and assessment of the current sales, marketing, and customer service structure. Analyzed sales processes, plans, new business development approaches, induction processes, lead generation, and technology utilization. Evaluated sales management capability and effectiveness, identifying strengths and weaknesses within the sales structure.
  2. Sales Process Mapping: Mapped out the definitive steps of the ACL sales process at a macro level, providing clear guidelines for team members.
  3. Value Chain Documentation: Documented the value chain supporting the sales process, detailing roles, responsibilities, and system usage.
  4. Sales Playbook Development: Developed a detailed Sales Playbook to provide step-by-step guidance for the sales team.
  5. Sales Plan Creation: Created a strategic Sales Plan with four 90-day ‘Fast Start’ quarters to drive growth.
  6. Performance Metrics: Established Key Performance Activity (KPA) metrics and Key Performance Indicators (KPIs) for revenue and gross profit retention.
  7. Sales Boot Camp: Implemented a comprehensive training program to reinforce structured approaches and ensure consistent behaviors. The boot camp included sessions on sales training, unique selling propositions, elevator pitches, buyer characteristics, questioning techniques, first appointments, trial closing, selling value, overcoming objections, and closing business. It also involved study sessions, one-on-one meetings, written examinations, role-playing, and written commitments to action.


  • Clear Sales Structure A clearer understanding and documentation of the sales, marketing, and customer service structure and processes.
  • Defined Sales Process A well-defined sales process and value chain, ensuring all team members understand their roles and responsibilities.
  • Improved Conversion Rates Clear value proposition and sales messaging, leading to better conversion rates and activity management.
  • Detailed Sales Playbook Provided step-by-step guidance to the sales team, ensuring consistency.
  • Strategic Sales Plan A Sales Plan with clear quarterly goals to drive growth.
  • Enhanced Sales Management Improved sales management capability and effectiveness.
  • Better Lead Qualification Improved lead qualification processes and responses across various platforms.