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Case study

Professionalization of sales structures

240810-01

At an IT service provider operating throughout Germany

A growing IT service provider is professionalizing its sales structures: a unified strategy, standardized processes, clear roles, and reporting are increasing efficiency and customer focus while creating a scalable sales model.

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Company

An established IT service provider specializing in assisting medium-sized companies.
The company offers a broad portfolio of managed services, IT security services, cloud and workplace solutions, and customized IT services for the digitization of critical business processes.

The organization has been active in the market for over two decades, has several locations in Germany, and is known for its close customer relationships and long-term customer loyalty.
With increasing growth and rising market dynamics, it became necessary to take sales to a new level in terms of structure and processes.

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  • Business sector: IT services/managed services
  • Business model: B2B services
  • Region: Germany
  • Company size: Medium-sized business
  • Situation: Growing service company with a long-established sales model
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Challenge

The company’s sales department was shaped by personal relationships, individual working methods, and decentralized structures.
However, as the company grew and customer demands increased, structural deficits began to emerge:

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  • The lack of a unified sales strategy and clear objectives
  • Low transparency regarding pipeline, conversion, and customer potential
  • Inefficient sales processes that were highly dependent on individuals
  • The existing sales model had limited scalability
  • Lack of systematic customer focus and cross-selling strategy

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As a result, management was searching for an experienced individual who could professionalize, structure, and, in the long term, also lead the sales department. The specific scope of the role should be left open intentionally in order to achieve the greatest possible impact.

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Objectives

The aim of the project was to strategically and operationally reorganize the company’s sales department, thereby laying the foundation for scalable growth and greater efficiency and control.

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Central objectives of the project:

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  • Professionalization of sales structures and processes
  • Increasing efficiency throughout the sales funnel
  • Strengthening and continuing to develop the sales organization
  • Increasing customer focus and systematic market development
  • Improving transparency, analytical capabilities, and the basis for decision-making in sales
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Implementation

The interim manager appointed by Atreus took on a key transformation and design role in the sales environment and worked closely with management and relevant departments.

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Analysis & target vision

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  • Analysis of the existing sales organization, processes, and roles
  • Identification of gaps in efficiency, structure, and transparency
  • Definition of a clear target vision for future sales

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Sales strategy & process optimization

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  • Revision and refinement of the sales strategy
  • Standardization of central sales processes along the sales funnel
  • Introduction of clear responsibilities and points of contact

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Organizational development & support

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  • Strengthening the sales organization through clear role models
  • Coaching sales staff and managers
  • Support in the continued development of leadership and cooperation in sales

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Transparency & control

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  • Improving the data base and analytical capabilities in sales
  • Introduction of structured reporting and control mechanisms
  • Establishment of fact-based decision-making criteria for management and sales
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Accomplishments

Short-term effects

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  • Clear structure and transparency in the sales environment
  • Reduction of the burden on management through improved control
  • Shared understanding of sales goals, processes, and priorities

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Medium-term results

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  • More efficient sales processes and improvement in pipeline quality
  • Increased focus on customers thanks to more systematic market development
  • Strengthened sales organization with clear roles and responsibilities

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Long-term added value

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  • Scalable sales model to fuel further growth
  • Increased transparency and forecasting capabilities in sales
  • Lasting professionalization of the sales process
  • Option for permanent leadership positions within a stable structure

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