MAYTAG COMMERCIAL LAUNDRY

Maytag Commercial Laundry was struggling to provide their channel partners with a differential strategy that enabled them to win deals in the saturated laundromat market. Simply put, distributors were frustrated. We had recently helped Maytag reposition their brand, exposing an entirely new segment in the commercial laundry category worth $500 million. To help distributors capitalize on this untapped sales opportunity and revitalize their relationship with Maytag, we built a comprehensive channel-centric sales enablement program.

We packaged an ongoing cadence of distributor-facing communications in a branded promise – Commit to Win – to position the initiative as a long-term commitment to channel partners, not just another short-term sales or marketing program. And we surrounded distributors with sales enablement content, from pre-meeting educational resources to at-meeting sales aides to post-meeting nurture materials, to help them reach the newly identified market segment and have conversion-rich conversations at every stage in the purchase journey.

One of the most robust ways we demonstrated Maytag’s long-term commitment to distributor success was by developing and deploying a fully automated lead generation, qualification and nurture program on their behalf. This comprehensive effort resulted in 85% of marketing leads converting to sales-qualified leads that are given directly to the distributors as a purchase-ready contact.