Omnichannel Sales Strategy for Paint Manufacturer

This case study details the omnichannel sales strategy implemented by a leading paint manufacturer in collaboration with the world's largest home improvement retailer. The objective was to address a significant decline in sales to small- and medium-sized contractors, which had raised concerns for both the manufacturer and the retailer. The manufacturer engaged MarketSource to establish an inside sales center aimed at revitalizing relationships with previously neglected contractor prospects. The MarketSource team developed a comprehensive outreach strategy that included consistent contact with these contractors, ultimately driving brand advocacy and increasing sales through the exclusive retail channel. Key challenges included a revenue decline and insufficient sales capacity, which were addressed by a highly trained inside sales team. The results were notable, with a year-over-year revenue lift of 39% for two consecutive years and over 7,000 accounts engaged within 18 months, leading to a revenue increase of more than $1 million during the initial period.