Growth
Rebuilding Northfield's Go-to-Market
A distributor with flat revenue for three years needed a sales motion built around how its actual buyers purchase — not the one it had inherited.
Client
Northfield Industrial Supply
Date
Services
Growth & Go-to-Market
Growing without a growth engine
Northfield sold industrial parts through a sales team organized by product line, calling on whoever would take a meeting. Revenue had been flat for three years despite steady headcount growth in sales — more reps chasing the same accounts, not new ones.
The situation
Nobody at Northfield could say with confidence which accounts were worth pursuing or why deals were being lost. Pricing varied wildly by rep, and the best-performing territory had never been studied to understand what it was doing differently.
What we did
Segmented the customer base by actual buying behavior, not by product category.
Rebuilt the pricing structure around the value each segment placed on speed versus cost.
Reorganized the sales team around accounts instead of product lines, closing the gap the best territory had already found on its own.
Set up a small set of pipeline metrics leadership actually reviews every week.
The result
Within two quarters, win rate on qualified opportunities rose from 19% to 31%, and revenue grew 12% in a flat market — the first real growth Northfield had seen in three years.
Other projects
Even after the project is complete, we remain by your side, providing ongoing support and adjustments as needed.
