Electrical equipment OEM in Germany: a go-to-market foundation for a new segment
Sales now runs the full discovery; commercial team confidence up from 2.5 to 4 (of 4)
- Customer test calls
- 5
- 01 Design
- 02 Prove
- 03 Scale
- 04 Transfer
Client
Electrical equipment OEM in Germany.
Starting point
The company wanted to move from selling devices to a new segment and a broader story about the health of the grid. The people who had to sell it were not ready. The sales manager, who is not an engineer, could make the first contact and cover only a small part of discovery before product management had to take over. In a baseline survey in July 2026, eight people across sales, product management, engineering and marketing rated their confidence in arguing the value at 2.5 of 4, and the customer-facing roles rated themselves lowest. Much of the sales material either did not exist or was hard to find, and a competitor was already written into the tender texts that planners copy.
Target
Keep the sales manager in the customer conversation for longer: through the full discovery, the use cases and the business benefits, so product management comes in later. Measured with the same confidence survey as the July 2026 baseline, and with a positioning confirmed by customers before the market launch.
What I did
I measured the commercial team's confidence in the positioning in July 2026, rebuilt it, and tested it in five customer calls. Scope: positioning, target segments and the commercial foundation.
Result
Sales now runs the full discovery, explains the use cases and the business benefits, and answers the most common electrical engineering questions about the products. Product management comes in later, to close the deal and to support the spec-in process and customer testing. The market launch follows at a trade event in November 2026.
What the client owns now
The positioning, the target segments and the commercial foundation for the new segment.